Blaenau Gwent County Borough Council has backed a motion to limit the advertisement of ultra-processed foods (UPF) across the region.

The topic was discussed in a meeting last Wednesday, with the committee report confirming that the local authority is seeking to implement restrictions on the advertisement of UPF and foods high in fat, salt, and sugar (HFSS) on council-owned advertising assets.

Included in the council-owned assets are bus shelters, billboards, roundabouts, car parks, leisure centres, venues, publications and digital advertising screens.

According to the report, Blaenau Gwent has some of the highest obesity and diet-related ill-health rates in Wales, with childhood obesity rates surpassing the Welsh average and roughly two-thirds of adults being overweight or obese.

It also confirms that children can be especially susceptible to the influence of food marketing, explaining how the purchase and consumption of UPF/HFSS foods increases based on exposure to advertising.

Highlighting the poor health outcomes linked to significant consumption of UPF and HFSS products, the report says: ‘Publicly owned or controlled advertising space should support, and not undermine, public health objectives and the wellbeing duty under the Well-being of Future Generations (Wales) Act 2015’.

It calls for an advertising restriction policy to be created and considered for approval over the next year, as well as proposing that new advertising is consistent with nutrient-profiling criteria and that the local authority works to promote healthy living through community initiatives and campaigns.

The decision to write to the Welsh Government Cabinet Secretary for Health and Social Care to back the restriction action was confirmed by members.