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Oil companies, car manufacturers and airlines are just some of the companies that will no longer be able to advertise their products on the billboards of the English city of Sheffield.
Advertisements for polluting and harmful products will no longer be allowed on all Sheffield City Council billboards in England. The ban will also apply to the municipality’s media and sponsorship opportunities.
Oil companies, airlines and car manufacturers (including plug-in hybrid vehicles) will not be able to advertise their products on the billboards owned by the municipality.
Added to the list are ads for junk food, gambling and betting, tobacco/vaping, airports, short-term loans, alcoholic beverages and low/zero alcohol drinks from alcoholic brands, some breast milk or infant formula, foods and drinks high in fat, salt or sugar and food ordering services, according to the municipality.
However, the ban does not apply to banks, not even those that finance fossil fuel projects. Advertising for electronic cigarettes and vaping products will only be allowed in the context of certain campaigns to stop smoking.
“If we are serious about moving away from greenwashing and promoting products and foods that are worsening our health and negatively affecting our wellbeing, we need policies like this (…). If I had to name a few areas for improvement, I’d like to see restrictions on fossil fuel financiers, like the big banks – Barclays and HSBC, for example.” underlined Sheffield Green Party councillor Marieanne Ellio.
Many of the products and services restricted by the City Hall are often aimed at the most vulnerable groups in society, who are generally more exposed to the risk of harmful ads. A recent research of the AdFree Cities pressure group found that in Sheffield, 56% of outdoor advertising is in the three most deprived areas and only 8% in the three richest areas.
Although the policy does not include the number of ads in poorer areas, as this is managed by national planning regulations, the council does manage to limit the harmful content that appears in them. By removing these advertisements from the entire city, the municipality hopes to have more space for products and campaigns with benefits for both health and the environment.
“National legislation doesn’t go far enough, and this is a step we can take at a local level to limit our communities’ exposure to harmful ads. (…) It’s not about taking away people’s choice, it’s about empowering them to make their own informed decisions, without the power of brands influencing what we do, how we think and how we consume.” said Zahira Naz, chair of the Finance Committee.
Greg Fell, Sheffield’s director of public health, told the BBC that while a single advertising or political campaign cannot “make or break an obesity epidemic or a gambling harm epidemic”, it can “set the tone” and “gently encourage others to follow”.
The policy also includes conditions that will allow the City Hall to negotiate commercial agreements with third parties in relation to major events and long-term rentals, as well as supporting small and medium-sized local businesses in promoting products and services.
The ban is due to come into force the next month of May 2024 and will apply to all new Advertising and Sponsorship agreements, as well as current Advertising and Sponsorship agreements as they are renewed. In 2026, the policy will be reviewed in order to assess developments both in Sheffield and nationally.
According to Veronica Wignall,co-director of Adfree Cities, “this is a bold, common sense policy that prioritizes climate action and the health and wellbeing of Sheffield’s residents over the financial profits of advertising companies and global brands. Sheffield has set a standard for other City Councils across the UK – we hope to see many others follow the lead”.
She might have chosen to study Meteorology and Oceanography, but ultimately pursued Communication. And that's fine because if they don't get their weather predictions right, she wouldn't be the one to change that. She started by looking for sustainable ideas and projects for the university, and since then, she has never stopped (who stops, really?). She loves to watch tv shows, but she watches few because she is demanding. You don't need much to convince her to embrace new, "greener" habits and challenges.
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