This report proposes an update to the Council's Advertising Policy which would introduce restrictions on the advertising and promotion of High Fat, Salt and Sugar products across Council-owned and contracted advertising spaces.

The Committee considered a report proposing an update to the Council's Advertising Policy which would introduce restrictions on the advertising and promotion of High Fat, Salt and Sugar (HFSS) products across Council-owned and contracted advertising spaces.  An Equality Impact Assessment was attached to the report at Appendix 1 and the Council’s Advertising Policy attached to the report at Appendix 2.  Also attached to the report was a confidential financial annexe which contained exempt information as defined by paragraph 3 of Part 1 of Schedule 12A of the Local Government Act 1972, as amended.

The report explained that the proposed change aimed to reduce exposure to unhealthy food marketing and encourage the promotion of healthier alternatives.  The update would bring Reading in line with best practice adopted by other local authorities and demonstrate a clear commitment to a Health in All Policies approach with a Policy that accounted for the impact of its decisions on the health of the local population, particularly neighbourhoods which were exposed to the higher intensity promotion of these potentially harmful products.  Evidence showed that HFSS products were disproportionately marketed in low-income communities, contributing to health inequalities and poor dietary outcomes.  By updating its Advertising Policy, the Council could take a proactive step toward creating healthier environments, supporting residents to make healthier choices, and reducing inequalities in health and life expectancy.  The revised Policy was not intended to ban brands or businesses, but rather to encourage the advertising of products that supported healthier choices and did not contribute to poor health outcomes for our residents.

The report noted that the proposed change would apply to both Council-issued licenses for advertising on assets such as roundabouts, lamp posts, vehicles, and the Council website, as well as advertising managed by third-party agents on Council assets, where the Council did not have a direct commercial relationship with the advertiser.  At the meeting it was recommended that additional wording be added to Part 1 Section 3.9 and Part 2 Section 3.11 of the proposed Advertising Policy to state that ‘Advertising will adhere to Council policy guidance.’.  This would allow officers to develop and publish supplementary policy guidance that advertisers must follow, ensuring clarity and consistency in implementation.

Resolved –

(1)  That the content of the report, particularly the trend towards local authorities taking action to protect the health of people living in lower income neighbourhoods, be noted;

(2)  That the proposed amendment to the Reading Borough Council Advertising Policy for all Council sold advertising opportunities within the borough, including through any Council letting or leasing arrangements, be agreed as set out at Appendix 2, with the additional wording proposed at the meeting;

(3)  That it be noted that there would be a phased implementation, as and when existing contractual and property arrangements came up for renewal.