Ofcom finds fewer fat food ads

Fat food ads seen by children has fallen by around a third since Ofcom placed restrictions on TV advertising, according to the regulator’s HFSS interim review today.

Ofcom started phasing in restrictions on TV ads that featured high in fat, salt or sugary food and drink products (HFSS) in April 2007, in a bid to combat child obesity.

HFSS adverts have been banned from children’s programmes on most channels and have been significantly reduced on children’s channels as a result of the review.

However, Ofcom said further reductions are likely to take place when the final phase of restrictions, which will remove all the remaining HFSS adverts on children’s channels, comes into action on January 1.

So far, the findings show that the amount of HFSS ads on TV seen by children aged between 4 – 15 has fallen by an estimated 34% over the review period, while for older children it was slightly less at 28%.

Meanwhile, for younger children the estimated reduction was greater at 39% – with children seeing 69% less food and drink ads using licensed cartoon and film characters.

Ofcom’s review also revealed that children’s channels have witnessed a decline in food and drink advertising revenue but this has been more than offset by a growth in overall ad revenue.

ITV1, Channel 4, Five and GMTV experienced an overall reduction in ad revenues and a 6% decline in food and drink ad revenues, while most other digital commercial channels increased their revenue from food and drink ads.

Ofcom is expected to carry out a review of the full effect of HFSS advertising restrictions in early 2010.

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