The vast majority of billboards (82%) are located in the poorest parts of the UK, leading to fears that advertising for unhealthy products such as fast food and alcohol focus on the most deprived areas of the country.
New analysis carried out by campaign group Adfree Cities and reported in The Guardian, showed that areas with the lowest levels of disposable income were home to 62,953 OOH ads, compared to just 13,384 in more affluent areas.
Adfree Cities argues that OOH billboard ads have a negative affect on people’s lives, promoting unhealthy products such as fast food and alcohol, while also encouraging high levels of consumption and contributing to lower mental wellbeing.
The research marks the first time the relationship between OOH advertising billboard locations and income and deprivation has been investigated.
Studies have shown that young people who see junk food advertising on a daily basis are more than twice as likely to be obese, while health inequalities have caused around one million early deaths in England in the past decade
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The news comes after Knowsley council, which plays host to some of the most deprived areas in the UK with one in four households living in income deprivation, voted to restrict advertising of HFSS products (high in fat salt and sugar).
Tower Hamlets, London’s most deprived borough, followed London boroughs Haringey, Southwark, Greenwich and Merton, in banning junk food ads and images in May last year.
Last year, Luton also became the third council outside of London to restrict junk food advertising for foods deemed high in fat, salt and sugar.
Despite the cost of living crisis, 2023 statistics revealed that fast food producers were spending record amounts on marketing – including billboards – with McDonalds registering the largest increase with a rise of 300%.
