Decision details

ORDERED that Executive approved the implementation of a new advertising policy restricting the promotion of health‑harming products on Council advertising assets.

AGREED that Executive:

1.     Noted that the policy provided a clear, consistent framework for managing advertising and safeguarding public health, while ensuring legal compliance and protecting the Council’s reputation;

2.     Noted that the policy would support healthier environments, reduce exposure to harmful advertising, particularly among deprived communities and children, and align with national public health objectives; and

3.     Noted that financial impact was expected to be minimal, supported by evidence from other local authorities, with current advertising income of approximately £83,000 per year unlikely to be significantly affected.

REASONS

The proposed policy provided a clear, consistent framework for acceptable advertising, ensuring compliance with legislation and safeguarding public health. It supported the Council’s Healthy Weight Declaration and Public Health Strategy, contributing to ambitions for a healthier, more sustainable, and more equal Middlesbrough. Evidence from other local authorities and Transport for London showed minimal financial impact and significant health benefits, including reduced calorie intake and improved health outcomes. Whilst restricting advertising from health harming industries represented a clear path to improving the advertising environment in Middlesbrough, it was also important to consider how positive messages could be utilised to maximise uptake of services and activities that improved wellbeing. 

OPTIONS

Two alternative options had been considered but were not recommended. The first option, to do nothing, would have missed a significant opportunity to reduce exposure to harmful advertising and would have contradicted commitments made through the Healthy Weight Declaration and the Public Health Strategy. The second option, to implement an advertising policy without restrictions on Unhealthy Commodity Industry products, would have failed to deliver known public health benefits and would not have reflected best practice evidence from comparable councils.