ISBA Condemns Calls To Restrict Pre-School TV Advertising
The Incorporated Society Of British Advertisers has strongly condemned a Government proposal calling for the complete ban of food and drink advertising during pre-school children’s TV programmes and related scheduling.
The industry body claims the existing rules governing advertising to children are stringent enough and argues that the loss of revenue caused by such a ban could prove devastating to the quality of children’s television.
The Ten-Minute Rule Bill, proposing the ban, is being put forward by Debra Shipley (see MPs Push To Ban Food Ads Aimed At Children), the Labour MP who last year laid down an Early Day Motion in the House of Commons calling for a complete ban on TV advertising to the under fives.
ISBA acknowledges that the move underlines the growing support that exist for the introduction of a ban on advertising to children. However, Ian Twinn, ISBA’s director of public affairs, said: “This more targeted proposal would fail in its aims. The existing regulations are stringent and already firmly applied with then full support of advertisers. Advertising is funding high quality children’s programmes in the UK which Debra Shipley’s ban would undermine.”
Earlier this year David Beckham and Gary Lineker were among some of the UK’s most famous footballers to come under attack from the Food Commission for advertising fast-food, confectionery and soft drinks (see Footballers Criticised For Junk Food Ads).
ISBA: 020 7499 7502 www.isba.org.uk
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