Food And Drink Ads For Kids Could Be Banned On Main Networks

Food and drink ads could be banned on the mainstream networks such as ITV1 and Channel 4 when children might be watching, after the broadcasting and advertising industries agreed on a compromised proposal to Ofcom.

The Food and Drink Federation and the Food Advertising Unit of the Advertising Association on behalf of a coalition of broadcasters, advertisers and ad agencies, are submitting the alternative industry proposal. The closing date for submissions to Ofcom is tomorrow.

The newly agreed proposal is thought to call for a complete ban on all food and drink advertising on the main general entertainment channels, such as ITV1, Channel 4, Five and Sky One, during specific times when children are likely to be watching TV. This could be between 4pm and 6pm on weekdays and on Saturday mornings.

There is a possibility that there may be exemptions for the likes of water and fruit ads, although these details are still being finalised.

The second part of the proposal relates to advertising on children’s channels. Those likely to be hit hardest by any new regulation are the likes of Nickelodeon and Cartoon Network. It is being proposed that such channels should be restricted to 30 seconds of food and drink advertising per hour.

The compromise proposal has the broad support of other main bodies involved in the junk food advertising debate, including the IPA. Policing the new regulations will be a difficult area, with the ASA judging each ad on its merits.

Recently, Labour MPs met Ofcom to demand a total pre-9pm ban (see MPs Demand Junk Ad Ban From Ofcom). During the debate, broadcasters such as ITV, and even the IPA, have outlined concerns that revenue would fall dramatically if a total ban were put in place (see IPA Says HFSS Ad Ban Will Cost Millions For Broadcasters).

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

ASA: 020 7580 5555 www.asa.org.uk