Will South Yorkshire’s Junk Food Advertising Ban Be Worth It?
In March this year, Sheffield Council announced a list of products that will be banned from its advertising billboards. Some of these raised eyebrows, including the banning of hybrid vehicles and infant milk formula advertising. However, the main target was the junk food industry. This is a decision that if successful, could travel to Rotherham and other areas of South Yorkshire. But how likely is it to work?
What Has Sheffield Council Banned?
The Sheffield council ban is not just restricted to advertising hoards owned by the council. It also covers their online media and sponsorship opportunities. Thus, despite being a Sheffield-based issue it will impact those accessing portals from Rotherham and further afield. The policy was agreed upon at a committee meeting of the Sheffield City Council finance committee.
The ban covers a wide range of areas. It included certain vehicles, airlines, short-term loans, infant milk formulas and others. However, its focus was firmly on the junk food industry. This included food high in fat and sugar, food ordering services, and certain drinks.
Does Banning Junk Food Advertising Work?
The only real test case of this has been with Transport for London, who implemented a ban on junk food advertising which came into force in 2019. Many predicted it would lead to a huge drop in revenue for food and hospitality in the area. However, this did not materialise and instead, a study showed that around 100,000 obesity cases had been avoided as a result.
Another area discussed was the advertising of gambling and its impact on youth health. This is one industry that has worked hard to improve its image, working in conjunction with the government to address concerns, particularly in the digital age when accessing online casinos is easier than ever. It is an industry the food sector can learn a lot from. Even third parties, such as CasinoAlpha, who recommend casino sites based on a range of factors, reiterate the importance of sticking to a legal gambling age. They believe that many adults underestimate the seriousness of underage gambling and provide advice on the psychological impact. They're not the only site to do so, and you will find the providers they recommend also have plenty of information on safe gambling, managing bankrolls and how to spot the signs of problem gambling.
A similar approach could be held with those who promote unhealthy foods and living. When was the last time you went on a takeaway delivery website and saw information on eating in moderation, and how to balance fast food with a healthy diet? When did your JustEat app last warn you that you had eaten too many high-calorie foods in the last month? The truth is, they don't.
Does Banning Advertising Produce Results?
The main question posed is whether this yields any results at all. With the sheer volume of online advertisements bombarding the youth of today on social media, search engines and streaming platforms, are advertising billboards even relevant anymore? Ask any digital marketer and they will undoubtedly tell you that this form of advertising is long gone in favour of pay-per-click ads and social media posts. While the ban does cover online advertising, Sheffield Council may be fighting their battle on the wrong front.
Images: UnSplash / Ashley Green / Louis Hansel
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What Has Sheffield Council Banned?
The Sheffield council ban is not just restricted to advertising hoards owned by the council. It also covers their online media and sponsorship opportunities. Thus, despite being a Sheffield-based issue it will impact those accessing portals from Rotherham and further afield. The policy was agreed upon at a committee meeting of the Sheffield City Council finance committee.
The ban covers a wide range of areas. It included certain vehicles, airlines, short-term loans, infant milk formulas and others. However, its focus was firmly on the junk food industry. This included food high in fat and sugar, food ordering services, and certain drinks.
Does Banning Junk Food Advertising Work?
The only real test case of this has been with Transport for London, who implemented a ban on junk food advertising which came into force in 2019. Many predicted it would lead to a huge drop in revenue for food and hospitality in the area. However, this did not materialise and instead, a study showed that around 100,000 obesity cases had been avoided as a result.
A similar approach could be held with those who promote unhealthy foods and living. When was the last time you went on a takeaway delivery website and saw information on eating in moderation, and how to balance fast food with a healthy diet? When did your JustEat app last warn you that you had eaten too many high-calorie foods in the last month? The truth is, they don't.
Does Banning Advertising Produce Results?
The main question posed is whether this yields any results at all. With the sheer volume of online advertisements bombarding the youth of today on social media, search engines and streaming platforms, are advertising billboards even relevant anymore? Ask any digital marketer and they will undoubtedly tell you that this form of advertising is long gone in favour of pay-per-click ads and social media posts. While the ban does cover online advertising, Sheffield Council may be fighting their battle on the wrong front.
Images: UnSplash / Ashley Green / Louis Hansel
