Government must switch on to TV food ad failings

19th September 2008, 9:34am

TV adverts for foods that are high in fat, salt and sugar are still being shown during the programmes most watched by children, despite rules designed to prevent this having been in place since January.

Research released by Which? today shows that none of the programmes with the five highest child audiences and just four of the top 20 are covered by the restrictions under existing Ofcom rules, which are currently under review.

The rules are based on the proportion of the audience made up of under 16s, rather than the actual number of children watching. This means that programmes such as The Simpsons and SpongeBob Squarepants are covered while shows like Beat the Star and Emmerdale are not, even though they are watched by thousands more children.

During the two week period analysed by Which?, adverts for products including Coca-Cola, Oreos and Coco Pops were broadcast during the programmes not covered by the restrictions.

Which? food campaigner, Clare Corbett, says: "The ad restrictions may look good on paper but the reality is that the programmes most popular with children are slipping through the net. If these rules are going to be effective, then they have to apply to the programmes that children watch in the greatest numbers.

"Once the Ofcom review is finished, the Government has a great opportunity to update the restrictions so they stop children from being exposed to ads for unhealthy foods. We're not anti-advertising, we're just against the fact that most of the ads children see are for unhealthy products, rather than the healthier foods they should be eating more of."

Advertising Association chief executive Baroness Peta Buscombe said the advertising industry has done nothing wrong and that advertisers behave responsibly. She added: "Their list includes programmes clearly not aimed at children and films screened after 10pm. There clearly has to be an element of parental responsibility on which programmes they allow their children to view."

Related Articles:

• 28 May 2009 - Are TV adverts unhealthy for kids?

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