The Vale of Glamorgan is set to become the first part of Wales to restrict junk food advertising.
The county council has announced plans to ban adverts promoting foods and drinks high in fat, sugar and salt from bus stops or on boards along the Vale's highway network.
A report, reccommending the restrictions, will be discussed by the Cabinet next month. If the proposals are approved, it would also mean a ban on unhealthy foods from being marketed on the Vale of Glamorgan Council website.
Council leader Lis Burnett said the pledge was about "taking steps to improve the health and wellbeing" of reisdents and encourage "more active lifestyles" as part of its Vale 2030 plan.
She said: "There is clear evidence that such advertising contributes to people purchasing and eating unhealthy foods and drinks, particularly children, and that this in turn leads to higher rates of obesity and other diet-related diseases."
"Research has also shown that those living in areas of deprivation are the worst affected as advertising is often specifically targeted at people living in those areas."
"By reducing the negative impact of damaging advertising like this, we want to help people to make informed food choices that can prevent health problems before they develop. This fits in with initiatives such as installing drinking water fountains at locations across the Vale."
"Decreasing the demand for more processed products, which are damaging to the environment, also aligns with our Project Zero commitment to become carbon neutral by 2030 and other council pledges to protect the planet"
"I'm proud that the Vale is blazing a trail for Wales in this area. We want to set a standard for others to follow across Wales and the wider UK."
The council says it's been working alongside the Cardiff and Vale University Health Board (CAVUHB) and Cardiff Council through a regional partnership, which recognises the need for collective action on specific public health issues to increase their prominence.
Their work also builds on a "Move More Eat Well" plan, which replaced a framework on "Good Food and Movement" developed by public service boards in Cardiff and the Vale of Glamorgan.
Derek Walker, Future Generations Commissioner for Wales congratulated Vale Council for "demanding better for our health".
He said: "Two thirds of adults in Wales are overweight or obese. I have called for the public sector to use every lever possible to improve our food system."
"Exposing people to unhealthy food makes them want to eat more unhealthy food. To help break the hold that junk food advertising has on our nation's health we need all Welsh councils to follow the Vale of Glamorgan council's lead and ban unhealthy food advertising."
The UK Government has also sought to introduce a ban on junk food adverts targeting children - which was due to be introduced in October, but has been delayed until January 2026.
Claire Benyon, executive public health director at CAVUHB, said it was "absolutely delighted" by the council's plans to restrict HFSS advertising.
Claire Beynon, Executive Director of Public Health for Cardiff and Vale University Health Board, said: "We know that what surrounds us shapes us - the places where we live, work and play make all the difference."
"Evidence shows that advertising on our streets influences what we buy and what we eat, and particularly for children this can lead to strong brand awareness and preferences for high fat, sugar and salt foods."
"Shifting the food environment by changing the advertising landscape will help to support and enable opportunities for good food and is a significant contribution to our local work through our Good Food and Movement Framework 2024-2030."
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