Junk Food Ad Ban

Total ban for junk food ads around kids' shows


Mark Sweney
Friday November 17, 2006
MediaGuardian.co.uk


Ofcom has announced a total ban on junk food advertising around all children's programming, on all children's channels and around all programmes that have a "particular appeal" to under 16-year-olds.
The restrictions are much harsher than the TV and advertising industry had been hoping for but fell short of a complete pre-watershed ban that health campaigners were seeking.

The surprise is that Ofcom has chosen to extend the restrictions to any programme any time of the day that has an "above-average" audience of under 16-year-olds.

It had previously been focusing on a range of options for restrictions on advertising to under 9-year-olds and during particular time periods.

This brings into the ban a range of programmes previously considered to be unaffected by the likely proposals such as music channels and shows, many awards ceremonies and early evening general entertainment programmes.

The age bracket concerned is defined as any programme that has a 20% higher proportion of under 16-year-old viewers than the UK average.

Ofcom has estimated that the restrictions will cost £39m in TV ad revenue.

Ofcom has based its definition of "junk food" on the Food Standards Authority's nutrient profiling system.

Well it's their fault that they put their dependence on junk food advertising. Did they not realize how unhealthy junk food is?

I think we all realise that junk food is unhealthy, which is precisely the reason we don't need the government to go to such extremes to tell us that.

And I don't think Debenhams or B&Q would think about advertising on Nickelodeon or Cartoon Network. So yes, these companies are reliant on junk food advertising to an extend.

I think the companies will just change the way they advewrtise- to target the adults of the kids.

You can see alot of this already - tell the parents how good thier product is for the kids. Breakfist cerials are full of it at the momemnt.

Or junk food ads will become more sophisticated and more catered towards adults, which would give it way more appeal to the under 16s than it has at the moment.

It's ridiculous to call a 16 year old a 'kid' these days.

Nanny state gone to far once again.

This country is more controlled than North Korea ffs!!!!

don't be so silly

Ah but they would, if the kids are watching, more than often the parents are still within earshot. However the advertising appear is lessened

It just wouldn't happen.

What wouldn't? You think kids channels are just going to shut up shop?

I mean B&Q and Debenhams wouldn't advertise on Cartoon Network.

Political Correctness once again. This is appalling news for the Commercial TV sector.

Will it be effective - of course not..