Government consultation on updated Nutrient Profiling Model (NPM) for advertising and promotion restrictions

The government has recently published a new consultation on the application of the Nutrient Profiling Model (NPM) to advertising and promotion restrictions for ‘less healthy’ food and drink products.

This follows the government’s commitment in the 10 Year Health Plan to align existing restrictions with the latest dietary advice and introduce more impactful regulation.

Current advertising and promotion rules are based on the UK Nutrient Profiling Model developed between 2004 and 2005. Although the model was updated in 2018, these revisions were not previously applied to advertising and promotion policies.

The consultation invites businesses to provide views on how the updated NPM should be implemented within:

• The Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024
• The Food (Promotion and Placement) (England) Regulations 2021

In addition, the Government is seeking feedback on proposed implementation timelines for the updated model.

As part of this process, businesses are encouraged to consider and provide evidence on the potential impacts of applying the updated NPM, including effects on:

• Children
• Businesses
• Groups with protected characteristics

A separate consultation on the development of healthier food targets and associated reporting requirements is expected to be published at a later date.

If you are interested in submitting a response to the consultation, or would like further information, please get in touch with lauren.atkins@gkstrategy.com

• : *I have permission from the copyright holder to publish this content and images.