Policy to restrict advertising of unhealthy commodities in Bristol, UK: Development and anticipated impacts

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Author(s): Scott, Lauren J. ; Nobles, James ; Sillero-Rejon, Carlos ; Brockman, Rowan ; Toumpakari, Zoi ; Jago, Russell ; Cummins, Steven ; Blake, Sarah ; Horwood, Jeremy ; de Vocht, Frank

Journal: BMC Public Health

Year Published: 2023

Date Added: November 21, 2023

A new advertisement policy was introduced in Bristol, UK, in 2021/2022. It prohibits the advertising of unhealthy food and drinks, alcohol, tobacco, gambling, and payday loans across council-owned advertising spaces. The researchers interviewed stakeholders who were involved in the development of the policy. They also surveyed residents of Bristol and South Gloucestershire on their exposure to such advertising. It was found that unhealthy product advertisements were more observed by younger people. This was also the case for people living in more deprived areas.

Citation: Scott, L. J., Nobles, J., Sillero-Rejon, C., Brockman, R., Toumpakari, Z., Jago, R., Cummins, S., Blake, S., Horwood, J., & de Vocht, F. (2023). Advertisement of unhealthy commodities in Bristol and South Gloucestershire and rationale for a new advertisement policy. BMC Public Health, 23, 1078. https://doi.org/10.1186/s12889-023-15995-z

Article DOI: https://doi.org/10.1186/s12889-023-15995-z

Keywords: advertising ; alcohol ; public policy ; smoking

Topics: Comorbidities ; Gambling Exposure ; Information for Operators ; Information for Policy Makers ; Substance Use

Conceptual Framework Factors: Exposure - Marketing and Messaging ; Gambling Environment ; Environment - Public Policy ; Gambling Exposure

Study Design: Mixed Methods

Geographic Coverage: United Kingdom

Study Population: Interviews with stakeholders, including 4 stakeholders working in the council, 2 voluntary sector organizations and 1 local councillor (n = 7), and survey of residents over 18 years old in Bristol and Gloucestershire (n = 2543). Across both areas, 59% were females, 89% were of white ethnicity, and 79% were over 45 years old. Respondents in South Gloucestershire were older (53% vs. 31% 65+years), more likely to live as a couple (47% vs. 31%), more likely to be retired (53% vs. 32%) and less deprived (79% vs. 22% IMD decile 6–10), than Bristol respondents. Seventy-four percent of respondents in Bristol and 61% in South Gloucestershire reported using buses.

Sampling Procedure: Interviewees were purposefully sampled based on their involvement in the policy and through relationships held across the wider project team. The online survey was sent to all participants of the Bristol Citizens’ Panel. This was supplemented by inviting subscribers to the Panel Ask Bristol newsletter and stakeholder contacts. Paper copies were also made available to the most deprived 20% of communities and provided at libraries and on request. The survey was distributed using similar methods in South Gloucestershire, including inviting participants of the South Gloucestershire Viewpoint Panel, promotion of the survey to equality organizations, and through the council newsletter South Glos eNews, and paper distribution.

Study Funding:

This study was funded by the National Institute for Health and Care Research.