Ofcom Upholds Current Restrictions on Junk-Food Ads

LONDON: The British media regulator Ofcom is keeping in place the current restrictions on advertising for products that are high in fat, salt or sugar (HFSS) during children’s airtime and around shows with a "disproportionately high child audience."

According to new figures published by Ofcom, children are watching an average of 16 hours television a week. In 2009 they saw around 37-percent fewer advertisements for HFSS products than in 2005. This figure rose to 52-percent fewer ads for children aged between 4 and 9, but fell to only 22 percent for children between 10 and 15. Ofcom initially estimated that the advertising restrictions would reduce the exposure of 4- to 15-year-olds to HFSS advertising by 41 percent from what it was in 2005 and by 51 percent for children under the age of 9.

The media regulator said it is "satisfied" with the way broadcasters have adhered to the restrictions and regulations, which were put in place in 2007. The ban includes a restriction on advertising HFSS products in programs made for children aged 4 to 15 and a ban on advertising HFSS products in programs "likely" to be appealing to children aged 4 to 15. It also includes a ban on sponsorship in the name of HFSS products in programs made for children or likely to be of particular appeal for them and restrictions on HFSS advertising targeting children of school age or younger. This includes bans on the use of licensed characters and celebrities popular with children, on health claims and on promotional offers.