Ad Ban To Hurt Independent TV Shows

Independent television programmes could suffer if a pre-9pm ban on food advertising targeting children is introduced, warned an ITV director.

Speaking at the Westminster Diet and Health Forum Consultation Seminar on food promotion to children, held in London, ITV director of regulatory affairs, Christy Swords, argued that the loss in revenue resulting from such a ban would be detrimental to the production of independent television shows.

“ITV spends £25 million per year on producing children’s television programmes rather than acquiring shows from other networks,” he said. “Ad revenue is vital for the funding of these productions and a pre-watershed ban on all food advertising would result in ITV no longer being able to sustain the production of these shows.”

Swords also said that a ban during this time would impact on food manufacturers’ reach to adults, as it is not only children who watch television before 9pm.

“The problem of child obesity needs to be addressed but it is a wider debate and not just about food advertising on television. The key issue is that regulation must be proportionate and targeted,” he said.

Richard North, media fellow at the Institute of Economic Affairs argued that the discussion of implementing a ban on food advertising was counterproductive, as children’s eating habits should be controlled by parental responsibility.

Ofcom has been consulting with consumer organisations, broadcasters, BCAP, advertisers and others on food advertising during children’s programmes and recently set out its recommendations (see Fast Foods and Fat Kids).

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