Ofcom - food marketing to children on TV
28 March 2006
National Heart Forum says Ofcom proposals do not measure up to the crisis in children's diets
The National Heart Forum (NHF) described proposals published by Ofcom today (28 March) as disappointing and disproportionate and it criticised the regulator for dismissing the option of a 9pm watershed for advertising which by Ofcom's own calculations would be far more effective in reducing the advertising impacts on children, compared to the options presented for consultation.
Jane Landon, deputy chief executive of the NHF said: "Just turning down the volume of advertising for high fat, sugar and salt foods (HFSS) is not a proportionate response to the crisis in children's eating habits and obesity rates and the relentless advertising of fast food, snacks, fizzy drinks and confectionery.
"Ofcom confirms that the greatest numbers of children are tuned into television between 6pm and 9pm and that advertising restrictions up to 9pm would remove 85% of the recorded HFSS advertising impacts on all children (aged 4 to 15 years). Yet Ofcom explicitly dismisses this option as disproportionate to broadcasters and has excluded it from the consultation process."
There is widespread concern among parents, health professionals and advocates for child welfare and consumer interests that exposing children to advertising for energy-dense, nutrient-poor foods must be effectively addressed as part of a comprehensive strategy to tackle obesity. The NHF believes that controlling food promotions to children is a matter of child health protection, and TV advertising restrictions should only be judged effective if they protect children from junk food advertising and sponsorship in the programme's they watch.
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Notes to editors
Ofcom has published its ten-week consultation on restricting the advertising of foods to children.
See
http://www.ofcom.org.uk/consult/condocs/foodads/