Health Column: Why Wigan's Ethical Advertising Policy Matters Now More Than Ever

As Director of Public Health for Wigan, I am proud to share the council’s commitment to a healthier, fairer borough through the introduction of our new ethical advertising policy. This policy is more than a set of rules, it’s a statement of our values and a practical step towards tackling the inequalities that affect our residents every day, which is a key priority in our Progress with Unity plan for Wigan Borough.

Advertising: Shaping Choices, Shaping Health 

Advertising is everywhere, on our streets, online, and in the spaces where our children learn and play. It’s designed to influence our decisions, often in ways we don’t realise. Research shows that advertising for foods high in fat, sugar and salt (HFSS) directly impacts what we eat, especially among children and young people. In Wigan, 74.6% of adults live with overweight or obesity, and 37.7% of our Year 6 children are affected. These figures are above the national average.

But it’s not just about numbers. Behind every statistic is a story, a child who struggles with self-esteem, a family facing health challenges, a community striving for better opportunities. Advertising doesn’t just sell products; it shapes our environment and, ultimately, our health.

Why Ethical Advertising, Why Now? 

The UK’s landmark ban on junk food advertising before 9pm and online is a major step forward. These new regulations aim to reduce children’s exposure to unhealthy food marketing, supporting efforts to tackle childhood obesity and diet-related ill health. Evidence consistently shows that advertising influences what and when children eat, shaping preferences from an early age and increasing the risk of obesity and related illnesses.

Yet, as a local authority, we see the impact of advertising in our own communities. Outdoor advertising is disproportionately located in areas of higher deprivation, targeting those who are already most vulnerable. This is not just a matter of public health; it’s a matter of fairness.

Last year we collaborated with local award-winning charity, Curious Minds who engaged young people on a project designed to understand the impact of unethical advertising on their mental and physical health. The feedback backed up what we thought; young people are fed up of seeing harmful adverts and want more control.

Learning from Others, Leading Locally 

Other councils, Bristol, Brighton & Hove, Barnsley, and Merseyside, have shown that healthy advertising policies can improve health outcomes. Transport for London’s ban on HFSS advertising in 2019 led to a 6.7% reduction in household purchases and is projected to prevent 95,000 cases of obesity over three years.

In Wigan, we’re taking these lessons and going further. We’re not only restricting adverts for junk food on council owned land, but also content which harms our physical and mental health, for example, gambling, e-cigarettes, alcohol, payday loans, while raising awareness of the impact of unethical advertising. We’ll continue working proactively with our partners and young people to develop campaigns highlighting this, drawing on the energy and insight of local activists.

Putting Health and Fairness at the Heart of Our Borough 

Our policy is rooted in the missions of Progress with Unity: creating fair opportunities for all and helping every neighbourhood to flourish. By influencing the messages that do or do not fill our public spaces, we’re protecting our children, supporting vulnerable groups, and building a borough where everyone can thrive.

This is just the beginning; we’re hoping that together, alongside our partners, we can create a bigger movement for lasting change.