The Stage

Ofcom outlaws junk food ads on children’s TV

Published Friday 17 November 2006 at 17:25 by Liz Thomas

Commercial children’s television is today reeling from media regulator Ofcom’s decision for a complete ban on junk food advertising on all children’s programming and channels.

The restrictions are far harsher than the industry and the advertising sector had anticipated, with the watchdog adding that any programming that had a “particular appeal” to the under 16s, being subject to the ban. This surprise ruling means that more shows than previously expected - such as The Simpsons, Hollyoaks and The X Factor - likely to feel the effects of the such a move.

The industry had expected Ofcom to focus its concerns on the under nines but these more stringent restrictions will now cost close to £40 million in lost advertising revenue on television. Broadcasters and advertisers have until March next year to alter their strategies but insiders are warning that this drop in revenue will have a direct impact on the quality of programming available.

Chancellor of the Exchequer Gordon Brown welcomed the move. However, the National Consumer Council said that the ban had not gone far enough and should cover series such as Coronation Street. Research shows that soaps account for a large percentage of children’s viewing.

However the broadcasting and advertising industry have branded Ofcom’s measures draconian and warned that investment in original programming will slump.

A spokesperson for the Institute of Practitioners in Advertising said: “Ofcom’s new restrictions will have no impact on the obesity crisis facing the UK which is a ‘calories in, calories out’ issue but will have an impact on over 90% of all current food and drink product advertising which currently funds commercial programming. [The IPA] is disappointed that despite accepted evidence that advertising has less than a 2% impact of children’s food preference Ofcom appears to have bowed to political pressure and moved well beyond the consultation proposals by extending restrictions, from under nine to under 16 year olds, into adult airtime.”

The watchdog explained that it will introduce an index to asses which shows have a larger appeal to the under 16s and could therefore come under the ban.