ISBA has responded to the publication by the Government of the NHS 10 Year Health Plan for England.
The Plan confirms the introduction of the 'less healthy' food and drink (LHF) restrictions - but raises the possibility of the Government updating the Nutrient Profile Model which underpins those restrictions, implementing the results of the consultation undertaken on the NPM in 2018.
Rob Newman, ISBA’s Director of Public Affairs, said:
“Brand advertisers know the key role that they have to play in helping build a healthier society. That’s why we have engaged constructively and consistently on their behalf around the implementation of the ‘less healthy’ food and drink restrictions coming legally into force from 5 January. It’s also why advertisers have been clear in their own commitment to abide by the voluntary agreement on LHF ads which will apply from 1 October.
“Today’s NHS Ten Year Plan is of course welcome in the round, but we are concerned about the reference to updating the Government’s Nutrient Profile Model and applying it to the LHF rules. Those rules aren’t even in force yet, but the Government is putting forward a proposed change which for some businesses will dramatically change the restrictions’ scope, with serious implications for their advertising campaigns. If implemented, many more products, including those which businesses have spent time and money reformulating, will be covered.
“We understand that any change will have to be consulted on and that this won’t happen until 2026. There will also likely have to be legislation to implement any change. Naturally, discussion with industry about this is welcome; but given the long and tortuous process that has accompanied the LHF restrictions, it’s disappointing that further uncertainty is on the horizon – especially at a time when government is identifying advertising and the creative industries as a key growth sector in its Industrial Strategy.
“ISBA’s focus will continue to be on supporting our members to abide by the voluntary agreement in Q4 this year, to comply with the rules from 5 January, and to work with brands in making clear to government the implications of any change through the forthcoming consultation process.”