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Junk food ads banned from children's TV
By David Derbyshire, Consumer Affairs Editor
Last Updated: 3:23pm GMT 17/11/2006
Junk food adverts during television shows popular with children will be banned under new rules announced today by the broadcasting regulator.
Plate of burgers and chips
Junk food firms will still be able to run adverts during children's shows, but only if no unhealthy food is shown
Ofcom's crackdown affects commercials for all food and drink products high in fat, salt and sugar such as burgers, crisps and sweets.
The move, which will come into force by the end of January 2007, bans all junk food adverts during children's programmes and on dedicated children's television channels.
It also affects family programmes - such as The Simpsons, Buffy the Vampire Slayer and Friends - watched by a high proportion of under-16-year-olds.
Coronation Street and other adult shows such as I'm a Celebrity Get Me Out of Here, will not be covered under the formula used by Ofcom.
The regulator estimates that the measures, designed to help tackle Britain's obesity crisis, will reduce children's exposure to junk food adverts by 41 per cent. They will cost broadcasters up to £39 million in lost revenue.
Health and food campaigners, who have lobbied for a total ban on all junk food advertising before 9pm, said the restrictions did not go far enough.
The food industry complained that they were "over the top".
The regulator's package also includes new curbs on the content of adverts targeted at primary school children.
These rules would ban the use of celebrities and licensed characters - such as Star Wars stars - from appearing.
Characters belonging to the food brands themselves such as Tony the Tiger and Ronald McDonald will not be affected.
Free gifts will also be banned, and junk food produces will be forbidden from making health or nutritional claims about their products.
However, the ban does not cover brand advertising. As long as no "unhealthy" products are featured, MacDonalds and Cadbury's will be allowed to run adverts during children's shows or even sponsor entire channels.
Ofcom had originally considered restricting adverts for programmes of interest to four-to-nine-year-olds. Because the new plans cover children up to 16, part of the new rules has to go out for consultation. The final decision will be announced in January.
Ofcom chief executive Ed Richards defended the regulator's decision not to back a 9pm watershed, saying it would cost broadcasters more than £250 million per year in lost revenue.
"The pre-9pm ban would constitute a loss of revenue roughly five times the total amount spent on children's production each year in the UK outside the BBC. We judge that to be disproportionate," he said.
The Food Standards Agency's nutrient profiling scheme will be used to decide which products fall into the HFSS category.
Philip Cullum, chief executive of the National Consumer Council, said he was disappointed with Ofcom's proposals because some shows such as Coronation Street would not be covered.
He said: "This doesn't really get to the heart of the issue. They say they have taken a focus on children, but the proposals actually don't deliver that."
Melanie Leech, director of the Food and Drink Federation, said manufacturers were "shocked" at Ofcom's new plans.
"We will of course be responding to the latest consultation but have strong concerns that the proposed regulations are over the top," she said.
By David Derbyshire, Consumer Affairs Editor
Last Updated: 3:23pm GMT 17/11/2006
Junk food adverts during television shows popular with children will be banned under new rules announced today by the broadcasting regulator.
Plate of burgers and chips
Junk food firms will still be able to run adverts during children's shows, but only if no unhealthy food is shown
Ofcom's crackdown affects commercials for all food and drink products high in fat, salt and sugar such as burgers, crisps and sweets.
The move, which will come into force by the end of January 2007, bans all junk food adverts during children's programmes and on dedicated children's television channels.
It also affects family programmes - such as The Simpsons, Buffy the Vampire Slayer and Friends - watched by a high proportion of under-16-year-olds.
Coronation Street and other adult shows such as I'm a Celebrity Get Me Out of Here, will not be covered under the formula used by Ofcom.
The regulator estimates that the measures, designed to help tackle Britain's obesity crisis, will reduce children's exposure to junk food adverts by 41 per cent. They will cost broadcasters up to £39 million in lost revenue.
Health and food campaigners, who have lobbied for a total ban on all junk food advertising before 9pm, said the restrictions did not go far enough.
The food industry complained that they were "over the top".
The regulator's package also includes new curbs on the content of adverts targeted at primary school children.
These rules would ban the use of celebrities and licensed characters - such as Star Wars stars - from appearing.
Characters belonging to the food brands themselves such as Tony the Tiger and Ronald McDonald will not be affected.
Free gifts will also be banned, and junk food produces will be forbidden from making health or nutritional claims about their products.
However, the ban does not cover brand advertising. As long as no "unhealthy" products are featured, MacDonalds and Cadbury's will be allowed to run adverts during children's shows or even sponsor entire channels.
Ofcom had originally considered restricting adverts for programmes of interest to four-to-nine-year-olds. Because the new plans cover children up to 16, part of the new rules has to go out for consultation. The final decision will be announced in January.
Ofcom chief executive Ed Richards defended the regulator's decision not to back a 9pm watershed, saying it would cost broadcasters more than £250 million per year in lost revenue.
"The pre-9pm ban would constitute a loss of revenue roughly five times the total amount spent on children's production each year in the UK outside the BBC. We judge that to be disproportionate," he said.
The Food Standards Agency's nutrient profiling scheme will be used to decide which products fall into the HFSS category.
Philip Cullum, chief executive of the National Consumer Council, said he was disappointed with Ofcom's proposals because some shows such as Coronation Street would not be covered.
He said: "This doesn't really get to the heart of the issue. They say they have taken a focus on children, but the proposals actually don't deliver that."
Melanie Leech, director of the Food and Drink Federation, said manufacturers were "shocked" at Ofcom's new plans.
"We will of course be responding to the latest consultation but have strong concerns that the proposed regulations are over the top," she said.
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