Sheffield City Council is to introduce a new advertising and sponsorship policy going beyond national legislation to control the way in which a number of products are promoted – even if it means turning down income opportunities.
From April 1st its new policy will include restrictions on advertising products covering high fat, salt & sugar (HFSS) food and drinks; alcohol; gambling; vaping; and high carbon/fossil fuels.
The policy – developed over a two-year period – will be formally adopted with effect from 1 April 2024 and a two-year review period has been set to allow for assessment of developments both within Sheffield itself as well as nationally.
Many of the products and services that the Council has voluntarily restricted are often targeted at the most vulnerable groups in society, who are generally more at risk from harmful adverts. By removing harmful adverts from around the city, the Council hopes to have more space for those products and campaigns that bring benefits to both our health and the environment.
Terms have been included that will enable the Council to successfully negotiate commercial third-party agreements in relation to major events and long-term leases, and to support local businesses in promoting products and services.
This balanced approach allows a progressive attitude to improving lives while embracing opportunities for the city to attract the best and most commercially viable prospects.
Greg Fell, Director of Public Health at Sheffield City Council, said: “Health is often framed as a personal thing – if only we took more personal responsibility. But we know what’s upstream of that. We know corporations spend huge sums of money to shape how we spend our money. That matters, because that has health consequences. It sets norms.
“There’s a really high level of public support against adverts that are causing public harm, especially to our kids. That is happening in Sheffield, right now.
“It’s a really important step in the right direction that the council has taken.”
Consideration has been given to how policy restrictions will result in saying no to some income opportunities, but a supporting marketing plan will actively promote opportunities to reach acceptable businesses and support will be available to help brands create acceptable adverts under the new policy terms.
Where existing contracts are in place, adopting the policy restrictions would be encouraged but not enforced. All new contacts would be agreed under the terms of the Advertising and Sponsorship Policy.
