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Liverpool City Region Considers Healthier Advertising Rules for Trains, Ferries and Buses — Vapes Included

Jan.23
Liverpool City Region Considers Healthier Advertising Rules for Trains, Ferries and Buses — Vapes Included
The Liverpool City Region is considering a region-wide clampdown on advertising for junk food, sugary drinks and vapes on publicly owned infrastructure. The move is framed as part of a broader push to promote healthier lifestyles and tackle deep-rooted health inequalities, with a particular focus on reducing children’s exposure to harmful marketing in public spaces. The plan is set to go before the Combined Authority on Friday.

Key Points

 

  • The Liverpool City Region is considering tougher advertising rules covering junk food, sugary drinks and vapes.
  • The proposed approach would apply to publicly owned assets such as trains, ferries and buses.
  • Mayor Steve Rotheram says the aim is to reduce children’s exposure to products that harm health in everyday spaces.
  • Some local authorities have already introduced similar bans, including Sefton Council.
  • The proposal is due to be discussed at a Combined Authority meeting on Friday amid wider concerns about health inequalities.

 

 

2Firsts, January 23, 2026

 

According to the BBC, the Liverpool City Region is considering a region-wide plan to restrict advertising for junk food, sugary drinks and vapes across publicly owned assets, including trains, ferries and buses. 

 

Mayor Steve Rotheram said advertising displayed on public infrastructure should serve the public interest, and that children in some communities are growing up surrounded by marketing for products that damage their health.

 

Rotheram linked the proposal to efforts aimed at promoting healthier lifestyles and narrowing health inequalities, noting that the communities most impacted by poor diet and ill health are often the poorest. He also pointed to local precedents, saying some councils have already brought in their own bans, including Sefton Council.

 

The Combined Authority cited local data indicating that junk food adverts appear far more often in the most deprived parts of the city region, where children are significantly more likely to have excess weight compared with peers in less disadvantaged areas.

 

 A University of Liverpool academic added that children’s food preferences form early in life, and that earlier interventions encouraging healthier choices can shape long-term health outcomes.

 

Image source: BBC

 

References:
[1] Ban on junk food and vape adverts proposed
Also Read:
[1] UK Bans Disposable E-Cigarettes Starting in June, Rechargeable Devices Still Legal
[2] Seizures of Illegal E-cigarettes in Liverpool Surge by 98% YoY in 2024, Reaching 40,000 Units
[3] Rise in Illegal e-Cigarette Sales Prompts Crackdown by Liverpool Council

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