The new scheme will move the spotlight away from high fat, salt and/or sugar (HFSS) food and drink and instead focus on promoting healthier foods in advertising spaces owned by the council or on council-owned land.
Research has shown that seeing just one additional HFSS advert results in young people consuming an additional 350 calories of unhealthy foods and drinks.
Councillor Shabina Qayyum, Peterborough City Council’s cabinet member for adults and health, said: “I’d like to praise the members of Peterborough Youth Council for raising this important issue. Their good thinking and action has led to a new approach to advertising which should see health improvements for people in our city now and in the future.
“There is evidence to suggest that the advertisement of HFSS food and drink increases the risk of children living with food-related ill health such as diabetes, tooth decay and cancers. Children living in more deprived areas are also more exposed to unhealthy food advertising and are therefore at higher risk.
“This policy is one way we can switch the spotlight from unhealthy foods to healthier foods to reduce the number of cases of obesity, diabetes and heart disease.”