Ofcom Publishes Final Statement on Junk Food Advertising on Kids’ TV

LONDON, February 22: British media regulator Ofcom has
concluded that it is “appropriate and necessary” to adopt restrictions on the
television advertising of junk food products to kids under 16.

Ofcom’s co-regulatory partners, the Broadcast Committee on
Advertising Practice (BCAP) and the Advertising Standards Authority, are now
responsible for implementing the new scheduling and content rules and securing
compliance. The new rules will form part of the BCAP Television Advertising
Standards Code.

Beginning April 1, ads for food and drink products high in
fat, salt and sugar (HFSS) will not be permitted in or around programs made for
kids 9 and under. From January 1, 2008, HFSS advertisements will not be
permitted in or around programs made for all kids under the age of 16.

Children’s channels will be allowed a graduated phase-in
period, with full implementation required by the end of December 2008.