Crackdown on junk food advertising announced

The industry regulator has proposed a ban on the advertising of junk food during programmes aimed at children.

Ofcom said that the restrictions would apply to all children's programmes and children's channels as well as adult shows, which also appeal to children.

The ban will cover all food and drinks that are high in fat, salt or sugar and it will apply to programmes no matter what time of day there are shown.

Originally, it was planned to propose a ban on junk food advertising to the under-nines, but it has been extended to cover children under-sixteen.

If the proposals are successful, the measures would come into force before the end of January.

Ofcom said that the ban would cost broadcasting up to an estimated £39 million in lost revenue.

However, health campaigners wanted a ban on any advertising for junk food products before the 9pm watershed, but Ofcom said that this would be "disproportionate".

Ofcom Chief Executive Ed Richards said: "Based on the evidence and analysis we believe the case for intervention is clear. We will introduce significant but proportionate measures to protect children under 16. We will look to advertisers and broadcasters to follow both the spirit as well as the letter of the rules we are putting in place."

However, the British Medical Association (BMA) said that the ban did not go far enough. Dr Vivienne Nathanson, Head of Science and Ethics at the BMA, said: "Some of the most popular programmes amongst the under-16s are soaps which will not be covered by this ban.

"We are in the midst of an obesity epidemic and must use all the weapons in our armoury to prevent the next generation of British children being the most obese and unhealthy in history. Ofcom clearly believes that TV advertising has an effect on children's eating habits, yet it does not have the courage to recommend a more comprehensive ban."

(KMcA)