Extended junk food ban for TV adverts

02/01/2008 - 00:00
A ban on adverts for unhealthy food and drinks for children under 16 has now come into force to tackle obesity.

The rules, developed by Ofcom, the communications regulator, applies to all commercials advertising on food and drink products.

Adverts between youth-oriented and adult programmes that attract a higher-than-average proportion of under 16s will also be affected.

Julie Symes, communications manager of Ofcom, commented: "The rules are one of a wide range of measures aimed at tackling child obesity. By reducing the exposure of children to advertising for products that are high in fat, salt and sugar (HFSS), the advertising restrictions will contribute to wider efforts to promote healthier diets amongst children."

These restrictions are one of a wide range of measures published by Ofcom. From 1 April last year, children's channels had to reduce the amount of HFSS advertising that they showed to 75% of the level in 2005, appealing to children under 10 years old.

By January 2009, all HFSS advertising will have to be removed.

Ofcom will be reviewing the effectiveness and scope of new restrictions in Autumn this year.

Weblink: www.ofcom.org.uk

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