Ofcom opinion research shows support for 9pm watershed for junk food advertising
09 October 2006
Qualitative research published by Ofcom today (Monday 9 October)
1 clearly bears out the findings of existing quantitative studies; people want to see much more stringent regulations than Ofcom is willing to propose
2.
"Call it what you like, - a '9pm watershed ban' or 'option one Plus' - it amounts to much the same thing, and public support for this option is remarkably consistent. People want to see an end to advertising for foods high in fat sugar and salt during the times that most children and young people are watching television, especially during early evening peak times," said Jane Landon, deputy chief executive of the National Heart Forum.
"We can only wonder what this research might have shown if Ofcom had not shied away from proper discussion of the 9pm option and had instead provided participants with the full cost and benefit analysis of the 9pm option detailed in the public consultation documentation which showed a reduction in advertising impacts of 82% compared to just 39% for Ofcom's best performing option. It is extremely frustrating that Ofcom still appears to resist full, frank and fair discussion of a 9pm watershed for junk food advertising in the face of overwhelming support for it. Nevertheless, it would seem that people are clearly able to identify the common-sense option, even if Ofcom seems unwilling to recognise it," said Landon.
Press Contacts
Please call Jane Landon, deputy chief executive, on 07929 785 196 or Paul Lincoln, chief executive of the National Heart Forum on 07946 433 215.
Notes to editors
1. Research by Opinion Leader Research commissioned by Ofcom to assess consumer responses to Ofcom's consultation proposals on options for new restrictions on the television advertising of food and drink products to children (September 2006).
2. A pre-watershed ban commands strong support among parents. A survey by Which? in February and March 2006 found that 79% of parents think that TV ads for unhealthy foods should not be shown during the times that children are most likely to be watching TV. Subsequent research by the British Heart Foundation (May 2006) showed that 68% of parents polled supported a pre-9pm restriction with just 7% against.
3. A review by the NHF of 1,173 non-confidential responses to the Ofcom consultation (posted on the Ofcom website) shows that 1,109 support a 9pm restriction, including 29 national health charities and organisations, 14 consumer and public interest organisations and Ofcom's own advisory committee for England. Over 1,000 parents and concerned individuals have written to Ofcom calling for an end to advertising for high fat, sugar and salt foods during the hours that children watch television, which includes programmes up to the 9pm watershed. Their plea was also backed by the Office of the Children's Commissioner and the government's own food regulator, the Food Standards Agency.
4. In May this year, the NHF announced that it was seeking judicial review against Ofcom, arguing that it is conspicuously unfair of the regulator to exclude from full and fair consideration a 9pm watershed for junk food advertising in its consultation. The NHF's claim was supported by its members and collaborating bodies including the British Medical Association, the Royal College of Physicians, the British Heart Foundation, Diabetes UK, the National Children's Bureau, The Royal Society for Public Health, the Faculty of Public Health, the National Union of Teachers, the Northern Ireland Chest, Heart & Stroke Association, Sustain, the International Obesity Task Force, the Health Education Trust, and Which? (formerly the Consumers' Association).
5. The National Heart Forum (NHF) is an alliance of 50 national organisations working to reduce the risk of coronary heart disease, the UK's biggest single - yet largely preventable - cause of death and disease. See: www.heartforum.org.uk