Ofcom Set To Reveal Junk Ads Decision Today

Ofcom is today expected to announce its decision on the potential restrictions on junk food advertising aimed at children, with broadcasters and advertisers waiting nervously for the regulator’s decision.

Some in the media believe that the length of time Ofcom has taken to come to a decision (the consultation process was closed at the end of June) and the increasing involvement of political figures has “eroded” hopes of lighter restrictions.

Tony Blair, the Conservative party leader, David Cameron, and the chancellor, Gordon Brown, have each publicly taken tough stances on advertising restrictions.

Earlier this week, Cadbury announced it is to axe its £10 million sponsorship of Coronation Street that will bring to an end a decade-long relationship with ITV (see Cadbury To End Coronation Street Sponsorship Deal).

Some observers believe that the chocolate manufacturer was “jumping before being pushed” over the obesity issue, whilst health campaigners are calling for a complete pre-watershed ban on the advertising of junk food (see Advertisers Will Exploit Loopholes In HFSS Ad Restrictions).

However, Ofcom has repeatedly rejected such a ban as “disproportionate” (see Ofcom Handed New Junk Food Ads For Kids Proposal). Last month, the regulator produced research relating to the consultation showing that the public does not support such draconian measures (see Tighter Regulation Of HFSS Food And Drink Ads Is Needed).

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