Exploring the implementation and impact of new Advertising and Sponsorship policies in Local Government

Background: Improving population dietary patterns and tackling obesity are national public health priorities.

The marketing of food and drink products that are high in fats, sugars or salt (HFSS) has been implicated as an important factor behind population-level increases in obesity.

As part of their public health responsibilities, over 80 Local Authorities are exploring introducing new or revised advertising and sponsorship policies that restrict what (e.g. less healthy foods) can be promoted on their property such as bus shelters.

National Government is also planning to ban less healthy foods from being advertised on television before 21:00 and online from October 2025.

Research question: What is the implementation journey and impact of new Advertising and Sponsorship policies in Local Government?

Aims and objectives: This Fellowship aims to (1) identify the barriers and enablers to introducing a new Advertising and Sponsorship policy in Local Government, (2) explore the impact of implementing new advertising restrictions and (3) ascertain whether the new national restrictions on television advertising of HFSS foods displace advertising onto out of home platforms, specifically posters at bus shelters.

Methods: Four work packages (WP) are proposed.

WP1 will collect bus shelter advertising data to explore the impact of a new Advertising and Sponsorship policy being introduced by one England Local Authority compared to an area not making any changes, with a focus on food and drink marketing.

WP2 will use the same data to investigate whether the new national restrictions displace advertising from television and online to bus shelters.

WPs 3&4 will use qualitative methodologies to understand the barriers and enablers to introducing a new Advertising and Sponsorship policy. Timelines for delivery: A 36-month Fellowship is proposed starting from September 2024. Data collection for WP1 & 2 will commence immediately, with follow up periods annually thereafter.

WP 3 & 4 will begin in January 2024.

Anticipated impact and dissemination: The evidence generated as part of this Fellowship will support colleagues in Local Government to shape and implement new Advertising and Sponsorship policies.

Further, it will contribute to understanding the wider impact of new national food and drink advertising restrictions which may inform public health policymaking to maximise the effectiveness of synergistic approaches.

A range of innovative dissemination materials, such as videos and social media content, will be co-produced with public members to share the findings with different audiences (for example, Local Government Officers, Councillors, the public) and build to collaborations.

Delivery of this Fellowship alongside a bespoke training and development plan will accelerate the applicant's journey as a Practitioner Academic.