Exposure to unhealthy food advertising in the public realm will be reduced, significantly impacting on consumption choices and improving the health and well-being of residents, particularly children.
Aim
Context
The Issues
Putting the spotlight on unhealthy food and drinks makes these products play a starring role in our minds, putting us at higher risk of food related ill health. Additionally, people in lower income areas are more exposed to unhealthy food advertising and are therefore at increased risk of poor health.
The “pester power” of children seeing food adverts targeted at them as they approach the school gate. Areas with high levels of footfall by children tend to be targeted with a higher number of kiosks than might be required in proportion to the number of people without a mobile phone or requiring a public telephone at the same time.
Adverse impact on mental health arising from the bombardment of adverts in high streets.
Advertisements are controlled with reference to their effect on amenity and public safety only, so the regime is lighter touch than the system for obtaining planning permission for development.
Policy Principles
Options
Avoid over-concentration of consents for development which carries advertisements. (For example, telephone kiosks and bus shelters require planning approval if they have advertising panels.) Consider if they have an operational need or are intended to be a carrier of advertising panels. Consider appropriateness of their proximity to facilities used by children and young people.
Explore the definition of “amenity” in the context of the advertisement regulations.
Strategic Objectives
- sustainable development
- climate
- biodiversity
- green infra-structure landscape
- health
- economy
- housing
- design
- education
Evidence
Evidence from the London School of Hygiene and Tropical Medicine’s evaluation of the Transport for London policy highlighted that restricting unhealthy food and drinks adverts can lead to a 20% reduction in sugary products and a 1,000 calorie decrease per week per household from unhealthy foods and drinks.
National Child Measurement Programme: https://www.gov.uk/government/collections/national-child-measurement-programme
Further information
Telephone kiosks have been brought within the planning system due to the phenomena of kiosks having a dual purpose as illuminated advertisement screens cluttering streets in inverse proportions to the need to make calls. It was no coincidence that these kiosks proliferated in low-income areas and advertised unhealthy food.
Consider how the definition of “Amenity” in the public realm could include impacts on public health, mental health and on healthy eating. Street clutter and advertisements impact on the quality of the public realm. In the interest of amenity and design quality, ensure kiosks are located where calls may need to be made.
Implementation
Planning Tools
- local plan policies
- additional guidance
- design codes
- masterplans
- planning applications
Implementation methods by external and internal partners
Councils adopt a healthier food and drink advertising policy for their own sites, to set a good example to other landowners.
Five Cheshire and Merseyside local authorities have this policy in place now. The challenge is to encourage other public organisations and private operators to adopt the same stance.
Use planning enforcement powers to require the removal of redundant phone kiosks
Public land owners
Transport authorities
Private landowners
Monitoring
How can we measure success?
No new planning consents granted.
Case studies
One of the ways Sefton Council is seeking to address the high rates of obesity and other poor health conditions, while addressing the role that advertising plays in amplifying those, is to introduce the Healthier Food and Drink Advertising Policy. The draft refers to planning consents. (Draft https://modgov.sefton.gov.uk/documents/s122888/SUPPLEMENTARY%20DOC%20-%20Draft%20Healthier%20Food%20and%20Drink%20Advertising%20Policy.pdf)
The policy is not legally binding for private media agencies and their own sites and locations – it is only applicable to advertising in Sefton owned and run spaces. It is hoped that private media companies will follow Sefton Council’s example and adopt like for like policies.
Knowsley launched the first healthier food advertising policy in the North West to restrict unhealthy food and drinks adverts in their area – Knowsley launches first healthier food advertising policy in the North West | Sustain