Knowsley Council is taking a bold step towards a healthier future with the introduction of a groundbreaking Healthier Food and Drink Advertising Policy which was approved by the Council’s Cabinet this evening (Wednesday 17 January)
The initiative prioritises the well-being of residents, tackles climate concerns, and reduces health inequalities by limiting the promotion of unhealthy foods and drinks on Council-owned advertising spaces.
The policy utilises the Nutrient Profiling Model, a well-established system for classifying food and drinks based on their nutritional content. Advertisements for products high in fat, salt, and sugar will be restricted, replaced by promotions for healthier options either from the same brand or from alternative brands.
Cllr Christine Bannon, Cabinet Member for Health said: “Knowsley, like many communities, faces challenges related to rising obesity rates and diet-related illnesses. Exposure to advertising for unhealthy products, particularly targeting children, is a significant contributing factor. This policy aims to create a healthier environment by restricting the promotion of these products and encouraging healthier choices.
“This policy demonstrates Knowsley’s commitment to a healthier and more equitable future for all residents. By restricting unhealthy food advertising, the Council is taking a proactive step towards creating a healthier environment and empowering residents to make informed choices about their well-being.”
This approach has been implemented by a number of local authorities across the country, but Knowsley is the first authority in the North West to adopt this policy. The council’s Cabinet also committed to champion this approach with other local authorities to create a unified stance in the region on unhealthy food and drink advertising.
You can view the policy online here: Draft Healthier Food and Drink Advertising Policy.pdf