READING Borough Council is taking action to improve residents’ health by restricting the promotion of unhealthy food and drink across all council-owned and contracted advertising spaces.
While the policy doesn’t ban brands or businesses, it aims to encourage advertising of healthier alternatives.
The council says restrictions will help create healthier environments and make it easier for families to choose healthier options, reducing health inequalities across the borough.
The new policy follows evidence that people in Reading’s poorest areas are disproportionately exposed to adverts promoting products high in sugar, salt and fat.
A recent health assessment which found that over a third of Year 6 children (ages 10-11) are overweight or obese, and over 60% of Reading adults are overweight or obese
It also found that less than 30% of adults eat five portions of fruit and vegetables daily – the fourth lowest rate in the south east.
Lead Member for Public Health Cllr Rachel Eden said: “Eating a healthy mix of food is important for all of us, and the advertising of junk foods makes it harder to make good decisions about the food we choose.
“The evidence is clear: where this has been done elsewhere, it makes a real difference.
“Removing junk food advertising from council sites will put power back in the hands of all of us to make our own decisions – whether it’s parents wanting to encourage their children to eat a balanced diet or all of us as individuals to.”
Matthew Pearce, Director of Public Health for Reading, said: “Updating our policy aligns us with public health best practice and follows successes in other councils such as Greenwich and Bristol.
“It will allow us to make a positive impact on the population of Reading and protect current and future generations, regardless of their postcode.”
