Tighter Regulation Of HFSS Food And Drink Ads Is Needed

Timing and volume restrictions on television advertising of high fat, salt and sugar foods aimed at children is the preferred option in the fight against childhood obesity, according to new research commissioned by Ofcom.

However, the research, undertaken by Opinion Leader Research (OLR), shows that the majority of those surveyed believe that regulation is needed because TV advertising does have an effect on children, but that a complete ban on all television advertising of HFSS foods would be too extreme.

The majority of participants suggested a middle way between no action and a complete ban on HFSS adverts in all airtime. There was however clear support for a ban on HFSS TV advertising to preschool children, as people recognised that they were the most vulnerable audience.

The survey showed that there is a clear appetite for content regulation, specifically around misleading claims and promotional offers, and there is a strong interest in forcing adverts to carry nutritional messages.

The Advertising Association has welcomed Ofcom’s research, with the AA’s director of public affairs saying: “The research clearly indicates that a pre-9pm watershed ban on television advertisements for food and soft drink high in fat, sugar or salt is considered disproportionate, and that a more moderate approach is warranted.

“The research also demonstrates the concerns of parents that celebrities, cartoon characters and promotional offers should not feature in food and soft drink advertisements targeted at young children at any time.”

Ofcom has been considering proposals to tighten the regulations on television advertising of junk food and drink aimed at kids since June, with the debate drawing strong opinions from all sides (see Ofcom Handed New Junk Food Ads For Kids Proposal).

Ofcom: 020 7981 3040 www.ofcom.org.uk

Advertising Association: 020 7828 2771 www.adassoc.org.uk