Industry Lobbying Undermines Efforts to Ban Outdoor Junk Food Advertising

Efforts to prohibit outdoor advertising of junk food at bus stops and billboards, aimed at enhancing public health, are facing significant obstacles due to lobbying from the advertising industry, according to a recent investigation published in a prominent medical journal.

The study, conducted by the British Medical Journal (BMJ), utilized Freedom of Information requests sent to numerous councils across England, revealing that advertising firms and lobby groups have been actively targeting local policies to limit 'out-of-home' junk food advertisements. Notably, McDonald's emerged as the leading outdoor advertiser in 2024, with an expenditure of £86.3 million, alongside other major players such as Pepsico, Coca-Cola, KFC, Mars, and Mondelez.

The responses obtained from councils indicate that advertising representatives have cautioned financially struggling local governments that their advertising revenues may significantly decline if they implement restrictions on the promotion of foods high in fat, salt, or sugar (HFSS). As a result, many councils are reconsidering or postponing their plans to ban such advertisements, despite the potential health benefits for the public.

Experts have pointed out a critical gap in governmental strategies that aim to prohibit junk food advertising targeted at children. They are advocating for the banning of HFSS advertisements in public spaces, mirroring restrictions that are set to be applied to television ads before the 9 p.m. watershed and paid online advertising, effective October 2025. The lobbying efforts highlighted in the BMJ investigation are creating a 'chilling effect' on national policy-making.

Local authorities such as Liverpool City, Tower Hamlets in East London, and Luton Borough in Bedfordshire, where more than 40% of children aged 10 and 11 are classified as overweight or obese, have been among those targeted by these lobbying efforts.

For councils that choose to pursue advertising bans despite industry pressures, the enforcement of such measures could face delays of up to eight years due to existing contracts with advertising firms. Even when these bans are finally enacted, they may permit advertisements for products like McDonald's chicken nuggets and KFC filet burgers to continue appearing. Furthermore, some companies are circumventing these restrictions by relocating their advertisements to privately owned venues, such as shops and transport services.

In response, Outsmart, an industry trade body, emphasized that outdoor advertising is one of the most regulated advertising formats and expressed its commitment to engaging in constructive discussions regarding public health issues.

However, advocates such as Fran Bernhardt from the alliance for better food and farming, Sustain, have reported witnessing varied lobbying tactics aimed at instilling fear, delaying, weakening, or obstructing policy approval. The findings of this investigation support her claims, illustrating how the advertising industry employs alarming language to influence councils regarding the financial ramifications of advertising limitations. For instance, Peterborough City Council received warnings from major firms like Clear Channel and JC Decaux that a ban on junk food advertisements could adversely affect their revenue generation.

Moreover, the investigation reveals attempts by advertising companies to challenge the evidence supporting the health advantages of HFSS advertising bans, asserting that advertising could play a positive role in addressing obesity issues.

Outsmart, representing Clear Channel and JC Decaux, stated its support for a comprehensive, evidence-based approach to public health, arguing that a holistic strategy, including positive health campaigns where advertisers can contribute, would be more effective in combating this pressing issue.

Despite these claims, recent statistics indicate that childhood obesity rates in the UK are projected to increase by 50% by 2050. Experts are calling on the government to implement a national ban on outdoor junk food advertising in line with upcoming regulations on TV advertising and online promotions.

Bernhardt emphasized that the government is leaving local authorities to contend with powerful vested interests, creating inconsistencies and putting children at risk, necessitating comprehensive nationwide restrictions.

In a bold move, charities Bite Back and Impact on Urban Health have launched their own advertising campaign in South London, symbolically reclaiming ad space from junk food brands. Their billboards state, 'We've bought this ad space so the junk food giants couldn't--we're giving kids a commercial break.'