New Junk Food Ad Ban Bill “Unnecessary”, Says IPA

The IPA has expressed its disappointment at a proposed parliamentary bill that would ban all advertising of high fat, salt and sugar food and drink, regardless of the viewing audience, saying it would be “disproportionate and contrary”.

The bill, which has been introduced to the House of Lords by Labour peer Baronness Thornton, will be debated on Tuesday.

Marina Palomba, legal director at the IPA, said: “Such a Bill is unnecessary given the stringent new rules restricting the advertising of HFSS foods in or around children’s programming. This call is totally disproportionate and contrary to all the evidence that such a ban would benefit children and consumers.

“We are disappointed that the supporters of the bill, such as Sustain, are refusing to act within the spirit of co-operation that Ofcom and the government are seeking. The new restrictions come into full force in July this year, introducing the bill at this juncture is therefore blatantly unnecessary.”

In November, after a long debate amongst key players (see Ofcom’s Junk Ads Dilemma), media regulator Ofcom banned junk food advertising in all children’s programming and on dedicated children’s channels, at a cost of up to £39 million in TV ad revenue (see Ofcom Bans Junk Food Ads In Children’s Programming).

Following a lengthy consultation, Ofcom decided that the best way to reduce the exposure of junk food to children was to enforce a total ban on advertising in and around all programmes of particular appeal to children under the age of 16. This includes children’s programming, dedicated children’s channels, as well as youth-oriented and adult programmes that could appeal to children.

The decision came as a shock to advertisers and broadcasters because the regulation targets under-16s, rather than the narrower group of under-nines as previously proposed.

IPA: 020 7235 7020 www.ipa.co.uk Ofcom: 020 7981 3040 www.ofcom.org.uk