Ofcom leads the debate on food and drink TV advertising to children

26 April 2006

With almost a third of UK children overweight, how TV advertising for food and drink should be regulated is one of the most hotly contested debates taking place in the marketing industry today. In 2004, the government briefed the communications regulator Ofcom to consider new, more rigorous rules surrounding the promotion of products that are high in fat, salt and sugar (called 'HFSS foods') to children. These proposals were unveiled at the end of March when Ofcom launched a public consultation on television food advertising.

Anti-obesity campaigners were lobbying for an outright ban on food ads airing before 9pm. However, Ofcom has decided against this measure because its research has shown that TV ads only have a "modest direct effect" on what children eat. Studies show that exercise, family eating patterns and school play a much larger part in whether a child becomes overweight.

Instead, Ofcom is consulting on a range of options. These include the suggestion that certain content restrictions should apply to all food or soft drink TV ads. For example, celebrities popular with children would not be allowed to feature in ads targeting the under 10s. The restrictions strive to ensure that young children are not exposed to TV ads that promote unhealthy lifestyles, excessive consumption or the pestering of parents.

Any changes would mean updating the TV advertising code which governs the content of ads. The Committee responsible for writing and updating the advertising code - the Broadcast Committee of Advertising Practice -  drafted rules and guidance notes for Ofcom which have been included in the consultation process.

Ofcom's consultation also includes three choices of how TV ads could be regulated regarding their volume and scheduling: one proposes scheduling restrictions for certain products; another proposes restrictions for all food and drink brands; and the third proposes restrictions on the volume of ads allowed for all food and drink products.

Commenting on these proposals, an Ofcom spokesman said: "Rising childhood obesity is a matter of public concern. Ofcom has put forward four consultation proposals, which will make significant changes to the advertising of foods high in salt, sugar and fat to children.  There is broad consensus that new rules are needed to curb the impact of the advertising of such foods. What we are consulting on is a means to an end."

But as well as outlining its own proposals, Ofcom has also invited anyone interested in this issue to put forward their own solution, which will be considered as long as it 'achieves broad support' and 'meets the objective'. The deadline for this consultation is 6 June 2006. After this, Ofcom will issue a final statement on which policy has been chosen.

For more information on Ofcom's proposals, or to contribute to the public consultation, visit www.ofcom.org.uk/consult.