What is HFSS, and why do we need it?
Chris Reader, Head of Commercial Media, TfL
With childhood obesity becoming an epidemic in London, Chris explained the need for the new HFSS regulations, explaining that obesity disproportionately affects children from poorer backgrounds. He explained how children are persuaded by advertising, with it having a large impact on their food choices, and in turn, can directly influence household purchasing decisions.
The policy, in short, limits any advertisement on TfL’s estate (London Underground and bus shelters), which show food or non-alcoholic drinks that are high in fat, salt and/ or sugar.
‘‘An advertisement will be unacceptable if it promotes (directly or indirectly) food or non-alcoholic drink which is high in fat, salt and/or sugar (HFSS), according to the Nutrient Profiling Model managed by Public Health England.”
The product in the advertisement will be judged based on a Nutrient Profiling Model, which is managed by Public Health England and has been in place since 2004. Always based on 100g of product to ensure consistency, it uses a scoring system to measure total sugars, saturated fat, and sodium, to identify ‘less healthy’ food.
Chris then talked through the policy in depth, using advertisements featuring a range of products to demonstrate examples of which advertisements would, and would not pass these new regulations. He then detailed the rigorous exemptions progress, giving case-by-case examples of how brands who have HFSS products, believe they should still be able to advertise those products, providing they can prove that they do not contribute to childhood obesity and HFSS diets.
Chris summarised by reinforcing the aim of the policy, which is to reduce the exposure of London’s children to the marketing of unhealthy products that are contributing to the obesity epidemic. He further acknowledged the complexity of the HFSS regulations, which brands, agencies and media owners can overcome by working together, and ensuring constant communication to demystify any new issues that crop up.
