English as she is spoke

Where did this idea come from that "herb" should be pronounced without the "h"? There's a Birds Eye advert running at the moment which refers to "' 'erbs and spices".  Is this an American influence?  If so, I don't like it.  Herb is a perfectly good English word (albeit it comes from the French) which has always traditionally been pronounced with the initial "h",  Who decides these things?