Agenda item

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.

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.

The Executive Member for Public Health submitted a report for Executive consideration seeking approval for the implementation of a new Council advertising policy to restrict the promotion of health‑harming products on Council‑owned advertising assets. Members were informed that the proposal aligned with the Council Plan priority of creating a healthy place and would have a significant impact across multiple wards.

Members were advised that the policy aimed to reduce exposure to Unhealthy Commodity Industry (UCI) advertising, such as high‑fat, salt and sugar (HFSS) foods, alcohol, tobacco, gambling, vaping, and high‑cost short‑term loans. It was reported that Middlesbrough continued to face severe public health challenges, including one of the highest childhood obesity rates in the country, with 39.8% of Year 6 children classified as overweight or obese, alongside 71.4% of adults living with overweight.

Members noted that with national HFSS television and online advertising restrictions introduced in January 2026, it was anticipated that advertising spend would shift towards outdoor marketing. Without local intervention, exposure to unhealthy food advertising on Council assets would likely increase. The Executive was advised that between October and December 2024, 26.4% of bus shelter advertisements in Middlesbrough promoted HFSS products.

The Executive heard that the proposed policy would prohibit UCI product advertising across all Council‑controlled advertising spaces, including bus shelters, lampposts, roundabouts, social media channels, and printed publications. Evidence from Transport for London and other local authorities indicated minimal financial impact following implementation of similar policies, with most advertisers switching to compliant products and advertising revenues remaining stable.

Members were informed that the policy would operate on content‑based restrictions rather than brand‑based restrictions, enabling advertisers to promote healthier items within their product range. Targeted public health messages, such as smoking cessation or responsible drinking campaigns, would remain permitted. It was also noted that the Council’s existing right to digital advertising time could be used to amplify positive health campaigns.

The Executive acknowledged the broader social benefits associated with the policy, including reduced environmental triggers for alcohol‑related antisocial behaviour, support for healthier neighbourhood environments, and protection of vulnerable individuals disproportionately targeted by UCI advertising. Members were advised that adopting the policy reflected national momentum, with over 25 local authorities having already implemented similar approaches.

Members discussed the need to for Council policy to align with recent changes to restrictions applied to television and radio and that the Council’s approach had been adopted in different areas.

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.

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.