Jury's Out On Junk Food Ban
Debate over pre-watershed adverts hots up
Ofcom has been quizzing parents, health campaigners, consumers and industry bodies about plans to curb TV ads for food and drink products targeted at children. It's expected to announce its decision by the end of the autumn.
The regulator commissioned a study from Opinion Leader Research (OLR) to assess how consumers feel about banning the adverts before the 9pm watershed.
Ofcom developed three potential packages to control 'junk food advertising' to children: restrictions targeting foods high in fat, salt and sugar (using nutrient profiling), limiting the hours when any food and drink product can be advertised, and volume-based restrictions on all food and drink products.
However, OLR found the majority of consumers feel a ban would be too heavy-handed and have a disproportionate affect on adult viewing. A group of children, aged between eight and 11, rejected the idea out of hand when asked how they felt.
The Food Standards Agency is a strong supporter of the advertising restrictions and says that a junk food ad ban during the hours that children watch TV would help prevent childhood obesity and protect children's health.
The ban is also supported by other groups, including the National Union of Teachers, Cancer Research UK, Diabetes UK, the British Heart Foundation and Which? consumers' group, which said, 'Without effective action from Ofcom, all efforts to improve the diet and health of children will be undermined.'
Nevertheless, the idea of a ban has been condemned as 'unacceptable' by companies including Kellogg's and McDonald's. Ofcom estimates the imposition of a pre-watershed ban on 'junk food advertising' would cost £140 million a year in advertising revenues
