Fast Foods and Fat Kids

Ofcom has extended the closing date for its consultation on the restriction of television advertising of food and drink products to children.

The new deadline is June 30, which Ofcom says will allow it to use figures from the whole of 2005, rather than a combination of data for late 2004/early 2005, which is all that was available when the consultation launched.

Three possible forms have been outlined for the advertising restrictions, with the option of a fourth if all parties have an alternative common position.

The likely effects of the three possible options include; reducing the amount of advertising children see by 50%, terrestrial and children’s broadcasters losing more of their income, and a ban on all food and drink advertising shown during pre-school children’s programmes.

Ofcom also said that while it believes a move to prohibit pre-9pm advertisements of foods high in fat, sugar and salt would be disproportionate, it welcomes stakeholder views on the matter.

In 2005, food, drink and restaurant commercials aimed at children dropped by 13% and several food and soft drink manufacturers decided not to advertise on children’s television programmes.

Ofcom: www.Ofcom.org.uk