Knowsley Council to restrict unhealthy food advertising

Knowsley Council will use the nutrient profiling model

A council where almost half of children are obese or overweight when they start secondary school is restricting adverts for unhealthy food on sites it owns.

Knowsley is believed to be the first council in the north-west of England to formalise a healthier food and drink advertising policy.

Councillor Christine Bannon said unhealthy food adverts played a significant factor in obesity levels.

She added "We are not telling people what they can and can't sell.

"We are asking them to replace unhealthy products with healthy options."

Christine Bannon is the council's cabinet member for health

The council found a higher proportion of Knowsley's children were obese when they started primary school than anywhere else in the country.

By the time they reach year six, 47% of pupils are overweight or obese.

Knowsley's policy uses the nutrient profiling model, which classifies food and drinks based on their nutritional content.

Advertisements for products high in fat, salt, and sugar will be restricted, and replaced by promotions for healthier options either from the same brand or from alternative brands.

Parents at a baby group in Huyton welcomed the steps taken by the council.

Mothers Sarah, Paige and Lauryn welcomed the move

Paige said: "All the billboards that I saw were adverts for burgers and chips, never for salad or fruit.

"I think if I had seen more healthy options, I would have gravitated towards healthy options when I went out to eat.

"The cost of healthy food is higher, but I think the council should make it cheaper for children to go swimming or play football."

Sarah McNulty, director of public health for Knowsley, described it was a "worrying trend"

Sarah McNulty, director of public health for Knowsley, said: "We are seeing worrying trends in children's weight in the borough.

"It's becoming the norm almost and we don't want it to become the norm."

Knowsley Council admitted the amount of advertising space it owned was limited, but said it hoped other authorities and commercial partners across the region would follow its lead.