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BritainThinks’ Report: Banning HFSS advertising is not the public’s answer to the obesity crisis

/ September 29th 2022
Public Health

International insight and strategy consultancy, BritainThinks, has released a new report: Review of Obesity Strategy: The Opportunities for Brands in a Post-HFSS World. The report follows an announcement on the review of the Government’s anti-obesity strategy.

The research conducted shows that, as of June 2022, 40% of the public are still unaware of potential changes to the rules for brands on HFSS advertising and promotions, and three quarters believe that the most helpful way for food and drink brands to make people healthier is to make healthy products more affordable.

Comparatively few amongst the public feel that restrictions on advertising or promoting HFSS products are likely to be most effective in promoting healthier choices. Only 16% believe that no longer advertising or promoting HFSS products will be helpful.

Spokespeople from the AA and ISBA have also taken part in a seminar, hosted by BritainThinks, to discuss the findings.

Sue Eustace, our Director of Public Affairs, commented: “Childhood obesity has been steadily increasing for years. But advertising bans are not the silver bullet to the nation’s obesity challenge, nor do they encourage lower prices to help with the cost of living.”

BritainThinks is an international insight and strategy consultancy, founded in 2010 and providing insight-based strategic counsel to CEOs, Boards, Secretaries of State and Ministers. Some of its clients include the BBC, LinkedIn and the Cabinet Office.

You can read the full report here.

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