Hounslow becomes the first Council in Northwest London to restrict advertising of unhealthy foods for all ages

It aims to set the stage for healthier foods and drinks for all residents by reducing exposure to adverts for foods and drinks high in fat, salt and sugar, especially for children and young adults. The decision was made at the Council’s Cabinet meeting on Tuesday, 12 November.

The healthier food advertising policy is a key component of the Council’s Whole Systems Approach to a Healthy Weight. This involves a range of initiatives that are being implemented across the borough to help make the healthier choice the easier one; recognising that there is no one single solution to address food related ill health such as obesity, type 2 diabetes, tooth decay and heart disease.   

Along with switching the spotlight away from unhealthy foods, Hounslow became the first Council in the UK to introduce restrictions on the promotion of commercial baby foods, as defined by the NPPM tool. The policy will also restrict the advertising of follow-on formula, growing up and toddler milks, which official government guidance says are not needed for child nutrition (NHS, SACN). These restrictions aim to protect infants and children from excess free sugars, thereby supporting Hounslow residents to get the healthiest start in life.

The latest data shows that Hounslow has the fourth highest level of adult obesity in London and the fifth highest percentage of five-year-olds with visible tooth decay. Reception prevalence of overweight (including obesity) is 21%. 

Children and families living in the most deprived areas of the borough are more exposed to adverts for unhealthy foods and drinks. 

Councillor Lily Bath, Hounslow Council’s Cabinet Member for Adult Social Care, Public Health and Transformation, said:  

“The policy demonstrates the Council’s commitment to creating a healthier and more equal Hounslow. It is an important step in reducing health inequalities and creating healthy environments in which all our residents can thrive.”

Fran Bernhardt, Sustain’s Commercial Determinants Coordinator, said:

“We’re delighted to have worked with Hounslow Council to become the first to take action on both commercial baby foods and unhealthy foods and drinks. This is recommended by WHO to prioritise children's health.

"There are now 21 English Councils plus the Transport for London network which have introduced robust policies designed by Sustain. This growing movement sends a message to the national Government to deliver on their pledges to restrict advertising on TV and online, and further focus on outdoor and radio to set the stage for healthier food across our communities.

"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 Hounslow Council will inspire even more Councils to take this important step for their residents’ health.”

Dr Vicky Sibson, Director, First Steps Nutrition Trust, said:

“This groundbreaking action from Hounslow- strengthening their local food advertising policy to protect our babies and young children- should be widely applauded. In the absence of meaningful regulations on nutrition composition and marketing, the vast majority of pouches, jars and packets on the baby food aisle are NOT healthy choices for young children, even though companies would have you believe they are. Infant formula is an essential food for young babies who are not breastfed, or who are only partially breastfed, but formula advertising is not needed and is known to confuse parents. It is especially problematic when it focuses on sugar-filled, unnecessary and unregulated products like ‘growing-up’ milks and drinks. We hope other local authorities will follow Hounslow’s lead to help reduce unhelpful commercial influence on parents and carers trying to make good choices on what to feed their babies and toddlers.”