Sefton Council Applauds Regional Clampdown on Unhealthy Advertising

Sefton Council has welcomed the Liverpool City Region Combined Authority’s decision to clamp down on advertising for junk food and high sugar drink across publicly owned assets.

This new ban will affect advertising sites across the City Region, including MerseyTravel’s many bus shelters. As well as junk food the ban will cover vaping products.

Responding to the Combined Authority’s decision, Cllr Mhairi Doyle, Sefton Council’s Cabinet member for Public Health and Wellbeing, said:
“The Combined Authority’s decision to bring in this ban, particularly across the bus network, will have a major impact on improving people’s health and is entirely in line with Sefton Council’s Healthy Advertising Policy.

“Unhealthy food advertising, deliberately targeted at areas where people have lower incomes and is a powerful influence on families’ and children’s choices and long‑term health.

“And I am pleased to see vaping is included along with commitments to consider gambling and alcohol advertising too.”

Mayor of the Liverpool City Region Steve Rotheram said:“Where adverts appear on publicly owned infrastructure, they should work in the public interest. In some of our communities, children are growing up surrounded by adverts for products that damage their health – we’re putting a stop to that. 

“By using the assets we control, we’re sending a clear signal about the kind of city region we want to be: one that puts people before profit, backs healthier choices and is serious about tackling the deep health inequalities that dramatically limit people’s lives.”

Recently Sefton Council also welcomed the UK Government’s newly introduced ban adverts for foods high in fat, salt and sugar before 9pm and at all times online

Cllr Doyle added:
“More than one in five children in England are overweight or obese when they start primary school and this rises to more than one in three by the time they leave. And tooth decay is on the rise and is the leading reason young children are admitted to hospital.

“Our policy, which bans advertisements for unhealthy food and drink products on Sefton council‑owned advertising sites, aims to shift the spotlight towards healthier food and drink options and stop vulnerable groups and children being targeted by marketing that encourages unhealthy products.

“It’s great that the positive effect on children’s health will be maximised by national, regional and our own local approach are aligned.”

Sefton Council adopted its Healthy Advertising Policy in 2024, banning advertisements for unhealthy food and drink products on council‑owned advertising sites.

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You can find Sefton's Healthy Advertising Policy here.

Decision - Introduction of an LCRCA Advertising Policy - Modern Council