THE Vale Council is set to become the first local authority in Wales to restrict the advertising of unhealthy foods in its spaces.
Foods categorised as High in Fat, Sugar and Salt (HFSS) will no longer be promoted at bus stops or on boards along the Vale’s highway system if recommendations are approved by the council’s cabinet when members meet next month.
This move would also prevent such products from being marketed on the Council’s website.
Photo: Vale Council.
Cllr Lis Burnett, Leader of the Vale Council, said: “Vale 2030, our new five-year plan, sets out this council’s ongoing drive to create Strong Communities with a Bright Future. As well as increasing economic, education and other opportunities, that pledge is about taking steps to improve the health and wellbeing of our residents and encouraging more active lifestyles.
“There is clear evidence that such advertising contributes to people purchasing and eating unhealthy foods and drinks, particularly children, and that this in turn leads to higher rates of obesity and other diet-related diseases. Research has also shown that those living in areas of deprivation are the worst affected as advertising is often specifically targeted at people living in those areas.
“By reducing the negative impact of damaging advertising like this, we want to help people to make informed food choices that can prevent health problems before they develop. This fits in with initiatives such as installing drinking water fountains at locations across the Vale.
“Decreasing the demand for more processed products, which are damaging to the environment, also aligns with our Project Zero commitment to become carbon neutral by 2030 and other council pledges to protect the planet
“I’m proud that the Vale is blazing a trail for Wales in this area. We want to set a standard for others to follow across Wales and the wider UK.”
The proposed policy follows collaborative work with Cardiff and Vale University Health Board and Cardiff Council through the regional ‘Amplifying Prevention Partnership’.
Council should ‘focus on keeping council tax low’
Photo: Welsh Parliament.
Responding to the Vale of Glamorgan Council’s expected ban on unhealthy food adverts, Andrew RT Davies MS, Senedd Member for South Wales Central and former Leader of the Welsh Conservatives, said: “It’s about time town hall bosses stop treating residents like children.
“People know that too many sweets and burgers can be bad for you, but council tax paying adults can make decisions about their lifestyles themselves without being parented by the politicians they pay for.
“At the end of the day, lots of places in the Vale are visited by tourists who fancy an ice cream or a cone of chips, and with the tourism tax already coming down the tracks in Wales, traders need to be able to advertise their snacks.
“The Vale Council should focus on keeping council tax low and delivering essential services rather than these silly distractions.”
‘Overweight or obese’
Derek Walker, Future Generations Commissioner for Wales said: “Two thirds of adults in Wales are overweight or obese. I have called for the public sector to use every lever possible to improve our food system.
“Congratulations to the Vale Council for demanding better for our health. Exposing people to unhealthy food makes them want to eat more unhealthy food. To help break the hold that junk food advertising has on our nation’s health, we need all Welsh councils to follow council’s lead and ban unhealthy food advertising.”
Claire Beynon, Executive Director of Public Health for Cardiff and Vale University Health Board, said: “We know that what surrounds us shapes us – the places where we live, work and play make all the difference. Evidence shows that advertising on our streets influences what we buy and what we eat, and particularly for children this can lead to strong brand awareness and preferences for high fat, sugar and salt foods.
“Shifting the food environment by changing the advertising landscape will help to support and enable opportunities for good food and is a significant contribution to our local work through our Good Food and Movement Framework 2024-2030.”
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