A council in south Wales could soon become the first in the country to ban unhealthy foods adverts in some public spaces.
Vale of Glamorgan council said it would decide next month on the proposed ban, which would stop foods high in fat, sugar, and salt from being promoted at bus stops and on roadside boards.
If approved by cabinet members, the ban would also prevent these products from being marketed on the council’s website.
Lis Burnett, the council’s leader, said the new five-year plan, Vale 2030, aimed to “create strong communities with a bright future” and “give everyone the best start in life”.
From March 2026, new obesity-tackling regulations set by the Senedd will restrict where shops and websites can display foods high in sugar, fat, and salt.
It means junk foods including pizza, chocolate, and cereal will have to be removed from shop entrances and the end of aisles, while sugary drink refills and some buy-one-get-one-free deals will also end.
The restrictions are aimed at stopping impulse buys at key selling spots in businesses with 50 or more employees, with shops found breaching them to face a fine.
Health Secretary Jeremy Miles also said it would help “tackle Wales’ growing obesity problem”.
Burnett added the Vale of Glamorgan plan was about “taking steps to improve the health and wellbeing of our residents and encouraging more active lifestyles”.
She said evidence showed advertising of unhealthy foods and drinks drove poor dietary choices, particularly among children and those in deprived areas, leading to higher rates of obesity and related diseases.
“By reducing the negative impact of damaging advertising like this, we want to help people make informed food choices that can prevent health problems before they develop,” she said.
Speaking to Radio Wales Breakfast, she said that although the council may lose advertising revenue, “there comes a point where you have to make a decision on what is actually most important”.
Burnett called it “totally hypocritical” to promote a good start in life while allowing unhealthy food adverts.
She explained how the council already bans smoking adverts, so “why on earth would we put up adverts for unhealthy food which could have huge consequences on people’s lives later on?”.
Derek Walker, future generations commissioner for Wales, praised the council for its proposal, adding he had called for the public sector to “use every lever possible to improve our food system”.
Claire Beynon, from Cardiff and Vale University Health Board, added she was “thrilled” about the plans as it would help “support and enable opportunities for good food” and encourage children to make healthier choices.
