Ofcom Handed New Junk Food Ads For Kids Proposal

Ofcom is considering a fourth proposal in the debate over HFSS food advertising aimed at children, which has been pitched to the communications watchdog by trade bodies for the food and advertising industries.

Those involved in drawing up the proposal, including the Advertising Association, have asked the media regulatory body to consider a less strict fourth option.

The new proposal would see established cartoon characters like Scooby Doo banned from food and drink marketing, whilst bran icons like Kelloggs Frosties’ Tony the Tiger would remain.

Ofcom is considering other options that include a ban on food and drink advertising on terrestrial channels at times when children are likely to be watching television, and a restriction on the amount of junk food advertising on children’s satellite, digital and cable channels.

The bodies involved in this recent compromised proposal believe that, compared with the watershed ban that some parties are calling for, this move would not prove too damaging to the food and advertising industries and to broadcasters.

Recently PM Tony Blair stepped in on the issue, saying the Government would intervene if those involved could not come to an agreement (see Government Could Impose Junk Food Ad Ban).

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