Cheshire East takes a stand for healthier communities with new advertising policy

24 October 2024

Cheshire East Council has taken the bold move to restrict unhealthy food and drink advertising on council-owned spaces.

The council has announced a groundbreaking new policy aimed at championing children’s health and reducing food-related ill health such as obesity within the borough by approving a Healthier Food and Drink Advertising Policy that will switch the spotlight away from unhealthy foods and drinks on council-owned advertising spaces.

Working with Sustain, who have supported local governments including the Mayor of London and Knowsley Council to write and implement the policy across their advertising estates, the new policy, which is one of the first of its kind in the North West, will utilise the Nutrient Profiling Model to classify food and drink products based on their nutritional content. 

Fran Bernhardt, Sustain’s commercial determinants coordinator, said: “This policy is a bold step in the right direction: prioritising not just health but equality and sustainability too. 

“Evidence shows that putting the spotlight on unhealthy food increases the risk of food related ill health like diabetes, heart disease and tooth decay. Companies target low-income areas, resulting in people living there being more likely to experience poor health. 

“Additionally, many of the restricted products are unsustainable containing climate damaging ingredients, such as sugar, cocoa and palm oil, as well as requiring lots of energy to process them.

“We hope the terrific news from Cheshire East will inspire even more councils to take this important step for their residents’ health.”

Advertisements for products high in fat, salt, and/or sugar will be restricted, setting the stage for healthier options.

Councillor Jill Rhodes, chair of Cheshire East Council’s adults and health committee, said: "We recognise the significant impact that exposure to unhealthy food advertising can have on the health and well-being of our residents, particularly children. 

“By taking this proactive step, we are prioritising the health of everyone in Cheshire East and demonstrating the council’s commitment to reducing health inequalities."

The council's decision to restrict unhealthy food advertising aligns with the growing national movement towards healthier communities.

Similar policies have been adopted by other Cheshire and Merseyside local authorities to promote a unified approach to addressing this important issue.