MPs Push To Ban Food Ads Aimed At Children
The advertising industry is bracing itself for a buffeting on news that over 130 MPs are rallying behind the Children’s Television Advertising Bill, which proposes banning ads for food aimed at the under-5s.
The bill, which has been put forward by Labour MP, Debra Shipley, argues there should be a complete ban on food and drink advertising to young children. Shipley’s proposals are supported by the National Heart Forum and Parents Jury, part of the Food Commission.
Although it is unlikely the bill will become law at its first reading, it nonetheless demonstrates unease at the volume and content of adverting aimed at children in the UK. It has long been argued by consumer groups that highly targeted advertising from the likes of McDonalds and sweet manufacturers, which dominate pre-school programming, are partly responsible for the widespread decline in children’s health.
According to a report by Consumers International, the UK has the highest level of advertising to children in Europe: “Advertising is often credited with promoting that bastion of consumer freedom; choice. However, the choice that food advertising presents children is largely between one candy bar and another, the latest savoury snack or sweetened breakfast cereal or fast food restaurant, hardly the kind of choices which encourage a healthy, balanced diet.”
The bill, to be presented on 6 May, will place further pressure on the government to put children’s health before the commercial imperatives of advertisers.
UK advertisers have unrivalled freedom when it comes to influcencing young minds. Sweden and Norway do not permit any television advertising to be directed towards children under 12 and no adverts at all are allowed during children’s programmes. Austria has banned advertising breaks in children’s schedules and in Belgium, no commercials are permitted five minutes before or after programmes for kids.
Sponsorship of children’s programmes is outlawed throughout Scandinavia, while in Germany and the Netherlands, self regulation has ensured that it does not happen.
This is not the case in the UK where earlier this month, Granada secured United Biscuit brand Skips as the six-figure sponsor of the new series of Stars In Their Eyes: Kids on ITV1 (see Granada Brings Skips To Kids With Stars In Their Eyes).
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