The UK’s Food Standards Agency has called for a ban on advertising junk food before the 9pm watershed in order to protect children from exposure to commercials promoting foods that are high in fat, salt or sugar.
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At a meeting held this week, the FSA will determine its response to Ofcom’s consultation on options for tightening the controls on the TV advertising of food to children. These discussions will centre on a report by the agency that calls for sweeping measures to prohibit the advertising of unhealthy foods before 9pm.
Ofcom had proposed measures to restrict advertising junk food during children’s programming, but these steps would not go far enough, the FSA report claims, stating that “none of them adequately addresses the issue”.
A major bone of contention between Ofcom and the FSA is the age of children that require ‘protection’. Ofcom suggests that children under nine-years-old should be shielded, while the FSA suggests that children up to 15-years-old should not be exposed to adverts promoting unhealthy foods. This, the government watchdog says, could be achieved by banning all advertising before the watershed.
“We consider that this offers a practical means of extending protection to older age groups, which is consistent with other broadcasting controls and would therefore support that approach,” the agency said.
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By GlobalDataThe agency has drawn up a list of nutritional profiles that would determine when foods would be allowed to be advertised. However, many in the industry have argued vigorously against such a distinction – instead favouring blanket legislation. The FSA said that by allowing healthier foods airtime the industry would be given an incentive to make their products healthier.
The FSA’s measures would have a profound affect on the food industry. It would be a huge blow to the ability of mega corporations, like McDonald’s, Nestlé, PepsiCo and Kellogg, to reach new audiences through advertising. It would also jeopardise sponsorship deals, bringing into question food companies backing of sporting events or Cadbury’s sponsorship of popular UK soap Coronation Street.
