22 November, 2019
The Ministry of Health, Singapore ("MOH") has taken yet another firm step in its ‘war on diabetes’. The latest measures target pre-packaged sugar-sweetened beverages ("SSBs") such as soft drinks and juices. The measures are mandatory front of pack ("FOP") nutrition labels and advertisement ban for unhealthy SSBs.
Background
According to MOH, Singapore has the highest prevalence of diabetes among high-income countries. As the number of diabetics will likely top 1 million by 2050, MOH declared 'war on diabetes' and has taken various steps to help the public adopt healthier eating habits and lifestyles, such as the Healthier Choice Symbol Programme and the National Steps Challenge.
According to MOH, the average Singaporean consumes 12 teaspoons of sugar a day, 6 teaspoons more than the World Health Organisation's recommended amount. In its latest measures, MOH has targeted SSBs as 64% of Singaporeans’ sugar intake comes from SSBs.
What are the measures?
The first is mandatory FOP nutrient-summary label for less healthy SSBs. The label will be graded and colour coded based on nutrition, to help consumers make better choices. The sugar content of the SSB will be the main determinant for the FOP grade; other factors may include the amount of saturated fat.
The second is a total advertisements ban for SSBs which receive the lowest FOP grade. The ban will apply to all local mass media platforms, such as broadcast, print, out-of-home and online channels. While other countries have implemented limited restrictions on advertisements for unhealthy food, Singapore will be the first to ban all advertisements for the least healthy SSBs.
The measures will apply to all SSBs including Asian drinks (e.g. chrysanthemum tea and barley drink), soft drinks, energy drinks, juices, malted drinks, cultured milk/yogurt drinks, and 3-in-1 or 2-in-1 instant drinks.
When will the measures take effect?
MOH has not announced a date by which the measures will be implemented. MOH will be conducting consumer focus groups and obtaining feedback from the relevant industries on the implementation of the measures. More details will be announced in 2020.
What's the impact to consumers and businesses?
The measures are welcomed news for consumers. The mandatory FOP nutrient labels and advertisement ban for unhealthy SSBs will help consumers make more informed choices and prompt manufacturers to reduce the sugar content of SSBs. As consumers adopt better eating habits and become more mindful about the risk of high sugar intake, it is imperative that SSB businesses consider how to make their drinks a "siew dai" one (Singapore slang for less sweet).
