New Report: Outdoor Advertising Policy Arrangements in the East of Scotland

Advertisement of food products high in fat, salt and sugar (HFSS) is an area that is receiving growing attention with more interventions being proposed to protect public health. This week, Obesity Action Scotland and the East of Scotland Partnership published a report examining the influence local authorities have in restricting outdoor advertisements of HFSS products. The report was supported by the Scottish Government and involved four local authority regions from the east of Scotland. The findings indicated that local authorities would prefer national-level policy on HFSS outdoor advertising as opposed to localised action, as well as highlighting a demand for more knowledge-sharing to guide policy decisions.

The report retrieved data on outdoor advertising spaces (e.g. billboards, bus shelters) in each local authority and revealed the majority of spaces to be privately owned by third-parties. For example, in Edinburgh, it was found that the local authority owned six billboard advertising spaces compared to 300 owned by third-parties. Local authorities do have influence over the content of third-party adverts through licencing agreements however, it was found that these agreements do not cover HFSS products specifically.

Interviews with employees working for local authorities were also conducted to gather views on outdoor advertising restrictions. Respondents believed that any push for a change in policy should come from an external body such as the Scottish Government or the NHS, and did not identify local authorities as the main drivers of policy change. Potential loss of income due to the competitive nature of advertising spaces was highlighted as a key deterrent of localised restrictions. Uncertainty over the definition of HFSS products was also noted as being a barrier.

Local authorities recognised reductions in health inequalities and healthcare costs as being potential benefits of a HFSS restricting policy, along with opportunities to promote healthier brands and local businesses. In order to improve policy decisions, local authorities believed there should be more knowledge-sharing and co-ordination across regions. Evidence demonstrating the effectiveness of HFSS advertisement restrictions was viewed as crucial in developing new policy. Importantly, there was a clear preference for national-level action on outdoor advertising restrictions due to the fact that this would impact all stakeholders equally and not create any competitive disadvantages. 

Today’s report will provide important information for future action on outdoor advertising.  In its 2018 Diet and Healthy Weight Delivery Plan, the Scottish Government recognised the need for action in this area and proposed a Code of Practice to restrict outdoor advertising.  This has not progressed and our report should provide important food for thought about the best way of implementing action on outdoor advertising.