European Threat To Ban TV Ads For Kids

New European rules on advertising could lead to some programmes being scrapped and others facing big drops in revenue. In a crucial vote tomorrow, the European Parliament is expected to support a move which would ban sponsorship of children’s shows and toy ads in the centre breaks of programmes.

The proposal is strongly opposed by the World Federation of Advertisers, which maintains that there is no scientific evidence showing television ads harm children.

Peter Waterman, chairman of the broadcasting committee of industry group Toy Manufacturers of Europe said: “Income from children’s programmes would drop sharply and the funding for new programmes would dry up.”

If the amendments became law, GMTV would be the UK programmer most hard hit. Among others it airs Power Rangers. ITV have said that its companies were expecting a sharp fall in revenues, although they would be forced to continue broadcasting to children due to license commitments.

ITV shows which would also be under threat include Teleganticmegavision and It’s Not Just Saturday. Satellite broadcasters would be affected less severely because they get additional revenue from subscription fees.