New rules on advertising of unhealthy foods during children’s programmes in the UK will not make a big difference, despite a 34% drop in viewing figures, the British Heart Foundation has claimed.
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A review by regulatory body Ofcom has found that the amount of TV advertising for less healthy foods seen by children has dropped by a third since the introduction of the first phase of restrictions in 2005.
However, the British Heart Foundation believes the report shows the majority of junk food ads are still getting through to kids.
“New rules on advertising during children’s programmes won’t make a big difference, as Ofcom admit the majority of ads kids see are between 6pm and 9pm,” said Betty McBride, policy and communications director at the British Heart Foundation.
“The time has come for a full ban on junk foods ads before 9pm. The government says childhood obesity is a ‘timebomb’ but seem happy for time to tick away waiting for Ofcom to report again.
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By GlobalData“Alongside the pre-watershed ad ban the government need to ensure consistency between broadcast and non-broadcast media restrictions to protect children from food companies peddling junk food.”
In response to concerns about child obesity, Ofcom began phasing in restrictions on the advertising of high in fat, salt or sugar (HFSS) products in April 2007, when HFSS adverts were banned from children’s programming on most channels, and progressively reduced on children’s channels.
The study released today (17 December) shows that, over the review period, the amount of HFSS advertising seen by children fell by an estimated 34%.
Ofcom said that further reductions are likely with the implementation of the final phase of restrictions on 1 January 2009, when all remaining HFSS advertising on children’s channels will be removed.
The regulatory body said that it intends to carry out a review of the full effect of advertising restrictions in early 2010, using full-year data from both 2008 and 2009.
