Tower Hamlets council has approved a healthier advertising policy as it becomes the seventh local authority in the UK to restrict advertising of products high in fat, salt and sugar (HFSS).
The policy, which was brought to the council’s cabinet on 24 May, aims to reduce exposure of unhealthy food adverts and images, which are often targeted at children and young people living in more disadvantaged areas.
Tower Hamlet’s decision follows years of campaigning from the charitable alliance, Sustain. It will restrict the advertising of junk food and drink products on all of Tower Hamlets council-owned estates, assets and through procured advertising service contracts.
Other local authorities which have already implemented similar changes include four London boroughs – Haringey, Southwark, Barnsley and Greenwich – as well as outer London areas, Bristol and Merton.
Transport for London network also introduced a similar policy banning junk food ads in 2019 and has reported that advertising revenues have been unaffected by the policy.
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The individual policies follow setbacks in national government anti-obesity measures; an online and 9pm TV watershed ban on advertising junk food was delayed multiple times to have a current implementation date of January 2025 – three years after the original date.
Sustain children’s food campaign coordinator, Fran Bernhardt, said “We’re delighted to have worked with Tower Hamlets Council to remove the advertising spotlight off unhealthy foods and drinks.”
“It joins a growing movement of local authorities taking a stand for child health with more than 100 councils coming to Sustain for advice on their own policies.”
Tower Hamlets mayor Lutfur Rahman, commented: “This policy is part of a much larger programme of work to promote child health in the borough and will contribute towards the council’s priority to reduce health inequalities.”
He added: “We hope this will encourage other organisations in Tower Hamlets to adopt a similar policy.”
