Ofcom Bans Junk Food Ads In Children’s Programming
Ofcom has announced a total ban on junk food ads from all children’s programming, broadcast at any time of day or night, which hold particular appeal for children up to 16.
The ban covers all children’s programming including on dedicated children’s channels, as well as in youth-oriented and adult programmes which attract a significantly higher than average proportion of viewers under the age of 16.
Not all food ads have been banned under the new rules, only those which advertise food and drink products which are high in fat, salt and sugar (HFSS).
The new measures, said the regulator, will mean that in households where children’s viewing includes a large number of programmes targeted at adults as well as programmes for children and young people, children under 16 would see 41% fewer HFSS food and drink advertisements. For under-9s the reduction would be 51%.
Changes to rules governing the content of advertisements would take effect before the end of January 2007. However, advertising campaigns already underway or in the final stages of creative execution at the end of January 2007 would be allowed to be broadcast until the end of June 2007. After that point all advertising would have to conform to the new content rules.
Ofcom said that their analysis showed that television advertising has only a modest direct effect on childhood dietary habits, with other factors in the family home, playground, school dining room and playing fields playing a greater role in driving up levels of childhood obesity when compared to the role played by commercial advertising airtime.
However, it added that given such advertising does have a modest influence on childhood food preferences, the case for new restrictions has been made and it therefore decided to ban all junk food ads on children’s programming.
Ed Richards, Ofcom chief executive, said: “Based on the evidence and analysis we believe the case for intervention is clear. We will introduce significant but proportionate measures to protect children under 16.
“We will look to advertisers and broadcasters to follow both the spirit as well as the letter of the rules we are putting in place.”
The regulator has estimated that the restrictions could cost £39 million in television advertising revenue.
Last month, the National Heart Forum, whose members include the British Medical Association, the British Heart Foundation and Which?, said that loopholes in the new rules will be exploited by advertisers, undermining measures to cut the amount of HFSS advertising aimed at children (see Advertisers Will Exploit Loopholes In HFSS Ad Restrictions).
In response to today’s announcement by Ofcom, Richard Watts, campaign coordinator, Children’s Food Campaign, said: “Ofcom’s announcement is deeply disappointing. They have caved-in to the powerful food and advertising lobby.”
“In effect they have limited restrictions for junk food adverts to the traditional hours of children’s TV. We know that over two thirds (71%) of the TV the average child watches is outside these hours, so these restrictions will have almost no effect.”
Five’s chief executive, Jane Lighting, said: “This is a tough decision and we are disappointed it is even more draconian than the stringent measures that Ofcom originally proposed.
“Five has a continuing commitment to broadcasting children’s programmes both for our Milkshake! pre-school audience and for older children. However, these restrictions will deny us substantial revenue and make the economics of producing children’s programmes a lot more difficult in the future.
“The long term future of UK produced children’s programming outside the BBC is bleak.”
Ofcom: 020 7981 3040 www.ofcom.org.uk