Which? Criticises Ofcom Junk Food Ban

Ofcom’s proposed restrictions on the TV advertising of junk food to children won’t be effective, according to the consumer group Which?

Which? said that its analysis shows that the suggested methodology used to define which programmes appeal to children under 16 is fundamentally flawed.

The consumer group added that it had looked at a snap-shot of TV viewing figures for ITV1 over two weeks in October and found that many more children aged four to 16 are watching TV during the evening rather than during specific children’s programmes.

The restrictions which Ofcom has proposed will see 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 (see Ofcom Bans Junk Food Ads In Children’s Programming).

Sue Davies, chief policy adviser for Which? says: “While Ofcom has recognised that its objective should be to protect children under 16, its proposed approach is completely flawed. Producers of foods high in fat, sugar and salt will still be free to advertise their products during the programmes most children are watching.”

“Which? believes that a 9pm watershed is the only way to ensure that the restrictions are meaningful. If Ofcom cannot re-think its approach in the face of industry pressure, the Government needs to step in and legislate.”

Ofcom: 020 7981 3040 www.ofcom.org.uk Which?:www.which.co.uk