Alcohol And Junk Food Ad Watershed Could Cost Broadcasters Over £250m Annually

Broadcasters stand to lose out on more than £250 million in annual revenues if the government brings in a 9pm watershed on alcohol and junk food advertising, according to a report.

The Sunday Telegraph says that broadcasters have worked out that such a watershed applied to alcohol ads, currently shown around afternoon and early evening sports events such as football matches, would cost them £50 million.

Last week Which? once again called for a 9pm watershed on foods high in salt, sugar and fat, following research from the consumer watchdog that suggested children were still being exposed to these ads during ‘family’ programming (see Which? Renews Call For 9pm Watershed On HFSS Food Ads).

The current restrictions, which were introduced by Ofcom in April (see Ofcom To Phase In HFSS Restrictions), ban ads for foods high in fat, salt or sugar from being shown in or around programmes aimed at, or which appeal to, the under 10s. However, the rules are based on the proportion of children watching a programme rather than the actual number.

Prime Minister Gordon Brown appears to be in favour of introducing a 9pm watershed. Last year Ofcom calculated that the amount of ad revenue that would be from this restriction on junk food ads would be £211 million.

David Poley, chief executive of the alcohol manufacturers’ self-regulatory body the Portman Group, has been invited to a meeting at 10 Downing Street this Wednesday to discuss the retailing and marketing of alcohol, according to the Sunday Telegraph.

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