VideoStreet advertising for confectionery and crisps. Credit: Fran Bernhardt
The BMJ’s multi-year investigation reveals that efforts by local councils to restrict the most harmful food advertising are being actively undermined by the advertising industry. This is despite clear evidence of these policies' health benefits – especially for children in deprived areas - and with no loss in revenue for councils.
The investigation was carried out by the BMJ’s Investigations Unit with Sustain’s Commercial Determinant’s Coordinator, Fran Bernhardt contributing. It included Freedom of Information (FOI) requests to 52 local authorities in England. Eight councils disclosed direct interference from the advertising industry, including communications to delay, water down and exaggerate financial risks. Many councils that have successfully implemented the policy - with support from Sustain - have reported maintaining or even increasing advertising revenue.
With growing evidence that the advertising industry is actively obstructing local efforts, Sustain is calling on the UK government to roll out a consistent and robust policy nationally. This would reduce food-related ill health such as type 2 diabetes, obesity, and heart disease, and ensure the spotlight is on healthier food.
Fran Bernhardt, Sustain's Commercial Determinants Coordinator said:
Right now, local governments are having to defend themselves against powerful vested interests just to protect children’s health. It shouldn't be this way.
The healthier food advertising policy has great precedent and is well-evidenced to improve our health at negligible cost. When vested interests block these policies, it's a missed opportunity for some of the most at-risk children to benefit.
If the UK government truly prioritises our children's health, they should be rolling out a robust healthier food advertising policy across all media as soon as possible.
Dr Kathrin Lauber from the University of Edinburgh's School of Social and Political Science warns that the lobbying examples uncovered in this report are just a "small snapshot. It's really hard to find this because so much of it happens behind closed doors."
Background
Sustain wrote the healthier food advertising policy and has advised local governments with introducing them since 2018, successfully supporting 22 local governments to do so, after the Mayor of London, with support from Sustain, first brought in the policy across the Transport for London network in 2019.
Evidence from the London School of Hygiene and Tropical Medicine’s evaluation of the Transport for London policy has shown that the restrictions led to a 20% reduction in sugary products, and a 1000 calorie decrease per week per household from unhealthy foods and drinks. Further modelling research from the University of Sheffield has estimated that across London, the restriction is expected to lead to 95,000 fewer cases of obesity, 3000 fewer cases of diabetes and 2000 fewer cases of heart disease and could save the NHS £218 million over the lifetime of the current population.
Transport for London also announced that its advertising revenues have been unaffected by the restrictions since implementation in 2019. In the first year of the policy, revenues went up by £2.3 million, and in the second year (2020-21), despite financial losses due to Covid lockdowns at the time, the restrictions enabled the advertising figures to be maintained.
Read The British Medical Journal report: Bans on junk food advertising in outdoor spaces derailed by industry lobbying.
Commercial Determinants: Supporting policymakers and councils to introduce healthy food advertising policies.
