Luton Town Council has authorised local advertising restrictions on food products that are allegedly high in fat, sugar and salt (HFSS) in what it says is an attempt to combat obesity.

As part of the Luton Healthier Food and Drink Advertising Policy, HFSS adverts will be banned from appearing on Luton billboards, lampposts, screens and roundabouts.

The policy will come into effect for new and renewed leases and licenses, but the council has said HFSS advertising may still be seen on bus shelters as some advertising contracts run until 2027.

Recent data from the National Child Measurement Programme (NCMP) shows that in Luton 11.4% of children aged 4-5 years and 29.2% of children aged 10-11 years were obese, compared to the national rates of 10.1% and 23.4% respectively. The council intends to combat high rates of child obesity by putting the advertising bans into place.

Other local authorities across England who have banned HFSS include Southwark, Greenwich, Bristol, Barnsley, Merton, Haringey and Tower Hamlets.

Councillor Khtija Malik, portfolio holder for Public Health, said: “We know that the reasons why people eat unhealthy foods high in fat, salt and sugar (HFSS) are complex, and more recently eating habits have moved towards convenience foods that are easy to prepare.  However, the consequences of consuming these type of products are severe, especially in children, and can include increased risk of type 2 diabetes, high blood pressure, obesity and cardiovascular disease.

“Therefore to protect children and adults, we must do what we can to reduce their exposure to unhealthy food and drinks advertising. The Luton Healthier Food and Drink Advertising Policy will contribute to the council’s 2040 vision to improve the health outcomes for our residents.”