Ofcom today announced a total ban on advertisements for food and drink products which are high in fat, salt and sugar (HFSS) in all children’s programming, broadcast at any time of day or night, which hold particular appeal for children up to 16.
Ofcom has estimated that the impact on total broadcast revenues could be up to £39 million per year, falling to around £23 million as broadcasters mitigate revenue loss over time.
The commercial public service broadcasters (ITV, GMTV, Channel 4, and five) could lose up to 0.7% of their total revenues, the regulator said.
Children’s and youth-oriented cable and satellite channels could lose up to 8.8% of their total revenues and dedicated children’s channels could lose up to 15% of total revenues.
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.”
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