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Initial Response to OFCOM announcement on restrictions of junk food advertising to children

17 November 2006

The NHF is disappointed by the failure of OFCOM despite overwhelming evidence from health experts and consumers for the need for a 9pm watershed. OFCOM's proposal will have significantly by their, own calculation 60% less impact than a 9pm ban. We call on the Government to override this decision and implement a 9pm ban.

NHF are pleased that OFCOM has decided to extend the restrictions to include all children under 16 rather than under 9 in the original consultation. We are also pleased that OFCOM has adopted the Nutrient Profiling model to determine what is a junk food?  We are also pleased that OFCOM has included sponsorship in the package.

Paul Lincoln, Chief Executive said "The UK currently has the highest rates of child obesity in Europe. This represents a missed opportunity by OFCOM to adopt a 9pm watershed and significantly reshape our food culture and make the UK world leaders in the fight against increases in diet related ill health and obesity amongst children.

We call on the Government through the Broadcasting Act to reverse this decision and as Gordon Brown recently stated "introduce a self-denying ordinance about TV advertising of junk food during programmes that children watch before the watershed hour of nine. [2]

We do welcome the adoption of the Nutrient Profiling model to determine which foods can be advertised, however by not adopting a 9pm watershed the effect on reshaping our food culture and tackling the crisis in children's diets and childhood obesity has been diminished by 60%.

The Government needs to act swiftly to review these proposals and swiftly introduce stronger measures in the regulation of junk food advertising in all media including the internet, on mobile phones and in schools".

[Ends]

Press Contacts

For interviews please contact Paul Lincoln, Chief Executive on 07946 433215 or Tim Marsh, Associate Director on 07713514942.  They can also be contacted during office hours on 0207 383 7638.

Notes to editors

  1. Ofcom's consultation on TV food advertising to children closed in June 2006 and the regulator is due to announce its proposals. A 9pm watershed restriction on high fat, sugar and salt foods would reduce children's exposure to this type of advertising by 82%. Such a measure is supported by 29 national health charities and organisations, 14 consumer and public interest organisations, Ofcom's own advisory committee for England, the Office of the Children's Commissioner, the Food Standards Agency and over 1,000 parents and concerned individuals.
  2. Gordon Brown quoted in Daily Mail 25th October 2006