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Junk food ad crackdown announced Junk food ad crackdown announced
(40 minutes later)
Junk food advertising during programmes targeted at under-16s is to be banned, regulators have announced. Junk food ads during TV programmes targeted at under-16s will be banned, under rules put forward by regulators.
Ofcom said the banned foods include any that are high in fat, salt and sugar. Ofcom says these foods include any that are high in fat, salt and sugar.
The organisation had spent 12 weeks consulting on options which would tighten the rules on the timing and content of adverts. There will be a total ban on ads during children's programmes and on children's channels, as well as adult programmes watched by a large number of children.
But the measure does not go as far as health campaigners - who were calling for a total ban before the 9pm watershed - wanted. The ban will apply whatever time shows are transmitted. Health campaigners had wanted a total junk food advertising ban before the 9pm watershed.
But Ofcom said this would be a "disproportionate approach", affecting programming for adults too much and having a significant impact on advertising revenue.
Protection
The measures it has proposed will come into effect before the end of January 2007.
They are set to cost broadcasters an estimated £39 million in lost advertising revenue, Ofcom said.
They will apply to:
  • All pre-school children's programmes,
  • All programmes on mainstream channels aimed at children
  • All programmes on mainstream channels aimed at children
  • Programmes aimed at young people, such as music shows
  • General entertainment programmes which would appeal to a "higher than average" number of under 16s.
The regulator has gone further than expected.
It had been considering a ban on junk food advertising during programmes aimed at under-nines. The extension to all shows aimed at under-16s will be subject to a brief consultation.
There will also be new rules governing advertising to primary school age children.
The use of celebrities and characters, such as cartoon heroes, free gifts and health or nutrition claims would be banned.
We will introduce significant but proportionate measures to protect children under 16 Ed Richards, Ofcom Send us your comments
Ofcom suggests the package would mean that, in households where children's viewing includes a large number of programmes targeted at adults as well as those for children and young people, under-16s would see 41% fewer junk food ads.
A Food Standards Agency ratings system will be used to assess which foods are too high in fat, sugar and salt to be advertised to children.
Ed Richards, Ofcom chief executive, 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."
He added: "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."
Liberal Democrat culture, media and sport spokesman Don Foster said: "With up to 20% of our children overweight or obese, Ofcom's sensible proposals are only the start.
"The food industry must now play its part and Ofcom must agree that, if evidence shows these measures aren't working, the rules must get tougher still."
He said more should also be done to encourage children to be more active.