Proposal to Restrict Unhealthy Advertising Across Liverpool City Region
The Mayor of the Liverpool City Region is pushing for tighter restrictions on advertising for junk food, sugary drinks, and vapes across the entire region. He plans to use his authority to bring advertising spaces on public assets such as trains, ferries, and buses under a “healthier advertising” policy aimed at reducing the exposure of minors to such marketing in public spaces.
Key Points at a Glance
- Scope: Liverpool City Region, UK.
- Proposed restrictions: Advertising of junk food, sugary drinks, and vapes.
- Affected media: Advertising spaces on public assets (trains, ferries, buses, etc.).
- Rationale: Promoting healthy lifestyles, reducing exposure of minors, and mitigating health inequalities.
- Next steps: Proposal to be submitted to the Combined Authority meeting (Friday).
- Precedent: Similar bans already implemented by some local authorities, including Sefton Council.
Mayor Steve Rotheram’s Position
According to a BBC report on January 23, 2026, Steve Rotheram. The Mayor of the Liverpool City Region said advertising on public assets should serve the public interest. He argued that in some communities, children are constantly exposed to marketing for unhealthy products, and that this exposure needs to be “stopped.”
Rotheram also highlighted that the negative consequences of poor diet and related health problems disproportionately affect vulnerable and impoverished communities.
Impact on Deprived Communities
The Liverpool City Region Combined Authority stated that advertising for junk food is more prevalent in the poorest areas of the region. Children living in these areas are also significantly more likely to be overweight than those in less deprived communities.
Public Health Expert Perspective
Emma Boyland, Deputy Director of the Institute of Population Health at the University of Liverpool, noted that children’s dietary preferences are formed early in life. She emphasized that reducing exposure to advertising for highly processed foods and encouraging healthier choices, such as fruits and vegetables, as early as possible, can have a lasting positive impact on children’s long-term health outcomes.
