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Junk food ad crackdown announced Junk food ad crackdown announced
(10 minutes later)
Junk food ads during TV programmes targeted at under-16s will be banned, under rules put forward by regulators.Junk food ads during TV programmes targeted at under-16s will be banned, under rules put forward by regulators.
Ofcom says these 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.
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.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.
The ban will apply whatever time shows are transmitted. But health campaigners say they still want a ban on junk food advertising before the 9pm watershed.The ban will apply whatever time shows are transmitted. But health campaigners say they still want a ban on junk food advertising 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.But Ofcom said this would be a "disproportionate approach", affecting programming for adults too much and having a significant impact on advertising revenue.
The measures it has proposed will come into effect before the end of January 2007.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 are set to cost broadcasters an estimated £39 million in lost advertising revenue, Ofcom said.
They will apply to: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.
  • 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.
ProtectionProtection
The regulator has gone further than expected.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.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.
It is extremely irresponsible to ignore overwhelming public opinion and have so little regard for the future health of our children Douglas Smallwood, Diabetes UK It is extremely irresponsible to ignore overwhelming public opinion and have so little regard for the future health of our children Douglas Smallwood, Diabetes UK href="http://newsforums.bbc.co.uk/nol/thread.jspa?threadID=4782&edition=1" class="">Send us your comments
There will also be new rules governing advertising to primary school age children.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.The use of celebrities and characters, such as cartoon heroes, free gifts and health or nutrition claims would be banned.
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.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.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.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.""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."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."
'Only the start''Only the start'
But health campaigners criticised Ofcom's proposals.But health campaigners criticised Ofcom's proposals.
Diabetes UK said it was "extremely dissatisfied".Diabetes UK said it was "extremely dissatisfied".
Chief Executive Douglas Smallwood said: "It is extremely irresponsible to ignore overwhelming public opinion and have so little regard for the future health of our children. Chief Executive Douglas Smallwood said: "It is extremely irresponsible to ignore overwhelming public opinion and have so little regard for the future health of our children."
"If these are the standards Ofcom apply, then they are not fit to make a decision on when and what junk is peddled to children via the TV."
He said the government should now act.He said the government should now act.
"A 9pm watershed should be introduced immediately which includes a ban on junk food brand advertising.""A 9pm watershed should be introduced immediately which includes a ban on junk food brand advertising."
Richard Davidson, of Cancer Research UK, said: "We welcome the decision to restrict advertising junk food to under-16s.
"But we are disappointed that Ofcom has abandoned the idea of a 9pm watershed.
"Childhood obesity rates continue to rise and we know that an unhealthy diet and excess bodyweight are the most important lifestyle risk factors for cancer after smoking."
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.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.""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.