Government Backs Down On Junk Food Ads

Government plans for a pre-9pm ban on TV junk food advertising have been shelved, and it will instead spend some of the £300 million anti-obesity strategy budget on a campaign highlighting the problem.

The Department of Health lost the battle for a pre-watershed ban after a series of discussions with other departments, according to a report on MediaGuardian.co.uk.

It is believed that culture minister James Purnell took the lead in fighting the case for the marketing industry and commercial broadcasters.

A report from the Advertising Association published in October concluded that a pre-9pm watershed ban would be “a blunt instrument that would be disproportionate and unnecessary”.

The government’s anti-obesity strategy, which launches tomorrow, will set out plans for a marketing campaign including TV ads promoting healthy eating.

It is also understood that the review of Ofcom’s existing restrictions on junk food ads will be will be brought forward to the summer.

Last week, the Advertising Standards Authority published a compliance report on junk food ads, which found that advertisers were sticking to new rules laid out last year (see ASA Reveals Advertisers Strongly Compliant With Junk Food Ad Rules).

The ASA monitored 759 ads across TV, cinema, online, posters and direct mail for its first compliance report, finding that less than 1%, were in breach the advertising codes, and none fell foul of food and drink ad restrictions.

Christopher Graham, ASA director general, said: “The industry has responded to government and consumer concern about childhood obesity and the advertising landscape has changed as a result.”

Ofcom: 020 7981 3040 www.ofcom.org.uk ASA: 020 7580 5555 www.asa.org.uk