I do not want to put words into the Minister’s mouth; I am sure he can respond to my hon. Friend when he gets up. I think there has been relative unanimity on the Committee. Unlike alcohol and gambling, to use the two examples that my hon. Friend gave, tobacco is significantly more dangerous. Whereas there are safe levels of indulgence in gambling and alcohol, there is no safe indulgence in tobacco products. I think the Minister has made that very clear. If I have misinterpreted what he said, I am sure he will correct me.
The rationale for the clause is important: it closes advertising loopholes. Traditional advertising channels for tobacco products have been progressively restricted to reduce their appeal and accessibility, especially to young people. However, brand sharing could present a loophole that companies could exploit to continue to promote their products indirectly. By regulating brand sharing, the clause aims to close that gap, ensuring the intent of the advertising restrictions, which we have previously discussed, is fully realised.
Secondly, as with measures throughout the Bill, the clause aims to protect public health. Indirect advertising through brand sharing can subtly influence consumer behaviour, particularly among impressionable groups such as adolescents. Exposure to branding on non-tobacco products or at events can normalise tobacco and vape use, potentially leading to their initiation and then continued usage. Regulating brand sharing is therefore a critical step in protecting public health by limiting the avenues through which these products are promoted.
Once again, the clause brings us into line with a number of international standards. Many countries have already recognised the risks associated with brand sharing and have implemented regulations to address it. For example, the World Health Organisation’s framework convention on tobacco control, which I previously mentioned, recommends comprehensive bans on all forms of tobacco advertising, promotion and sponsorship, including indirect forms such as brand sharing. By empowering the Secretary of State to regulate brand sharing, the UK is aligning itself with international best practices in tobacco control.
However, there are some challenges and considerations. The first is defining the scope of brand sharing. One of the primary challenges I see in regulating brand sharing is establishing clear definitions and boundaries. Determining what constitutes brand sharing requires careful consideration to avoid an ambiguity that could be exploited. I hope the Minister will give us some understanding of what the guidelines and boundaries might look like. Clear guidelines are essential to ensure that both regulators and businesses understand the limitations and comply accordingly.
The definition of brand sharing in subsection (2) involves broad and somewhat ambiguous terms, such as
“anything which is the same as, or similar to, a name, emblem, or any other feature”.
The use of such open-ended language could create uncertainty about what constitutes a violation of the regulations. How precise must the similarities between a relevant product and another service product be in order to be considered brand sharing? It would be helpful if the Minister could help us understand that.
There is also then the balancing of the regulation with commercial rights, which I think my hon. Friend the Member for Windsor alluded to earlier. While the object is clearly to protect public health, it is also important to consider the commercial rights of businesses. Over-restrictive regulation could have unintended economic consequences, particularly, again, for small businesses involved in merchandising or event sponsorship. I have said this before: if the product is legal to consume, we must ensure that whatever regulations we apply are equal and fair for both a large retailer or manufacturer and a small retailer or manufacturer. The regulation is either highly restrictive or highly permissive, but it must be the same. A balanced approach is necessary to achieve the public health goals without imposing undue burdens on legitimate commercial activities.
As I have said before in debates on other clauses, enforcement and compliance potentially bring some logistical challenges. The monitoring of so many various channels, including events and merchandise digital platforms, requires substantial resource. Ensuring compliance among diverse industries and settings necessitates a co-ordinated effort between regulatory bodies, industry stakeholders and the public.
In addition to the questions I have already asked, could the Minister tell us what will be in the accompanying comprehensive guidelines? I urge the Minister to collaborate with public health experts, industry representatives and legal advisers to formulate clear and detailed guidelines on what constitutes prohibited brand-sharing practices. Those guidelines should be regularly updated to address any emerging trends and technologies, which we have discussed previously.
Stakeholder engagement is entirely appropriate and important. That includes with businesses and consumer groups, because we need to understand the regulations and encourage, where possible, voluntary compliance rather than compliance through enforcement operations. Educational campaigns can help stakeholders recognise the public health rationale behind regulations.
Finally, to go back to what I said about having robust monitoring mechanisms, we need to establish some kind of body to oversee and monitor to ensure compliance. Using technology and public reporting mechanisms can aid in identifying the violations and taking prompt action.
In conclusion, I support the intentions of the clause, but the ambiguity around what exactly constitutes brand sharing is something I would like to hear about from the Minister. Potentially, some challenges in enforcement are posed if the clause and the Bill become law.