Ofcom faces challenge on junk food advertising from industry coalition

by Mark Banham, Brand Republic 05-Jul-06, 09:00

LONDON - A coalition of the food, soft drink and advertising industries has submitted a proposal to media regulator Ofcom to avoid a possible all-out ban on junk food advertising before 9pm.

The initiative is being supported by Andrew Brown, director-general of the Advertising Association, Malcolm Earnshaw, director-general of the advertiser body ISBA, Melanie Leech, director-general of the Food and Drink Federation, Jeremy Preston, director of the Food Advertising Unit, and Hamish Pringle, director-general of the Incorporated Society of British Advertisers.

The group submitted the proposal last Friday to the regulator, which is currently consulting on the issue and is under increasing pressure from the Food Standards Agency to introduce a blanket ban on advertising food with high levels of salt, sugar and fat before a 9pm watershed.

The 'Better Balance' proposals suggests a compromise that would include a ban on the use of cartoon characters such as Scooby Doo and pop acts, which it says should not be used by the advertising industry to sell products directly to children.

It also said that there should be no more advertising of any branded foods during children's programmes on terrestrial television and that advertising should be limited to 30 seconds per hour all day on dedicated children's channels, including GMTV Kids on Saturday and Sunday mornings.

Brown said: "This package represents a very significant set of proposals from the overwhelming majority of industry. We are committed to playing our part in tackling childhood obesity and we accept the need for new restrictions on food advertising to children. Ofcom's research showed that advertising has only a 2% influence on a child's food preferences and our package therefore delivers a proportionate, balanced response which will be good news for parents."

The coalition stated that it was looking to "make sure that the industry's point of view is put across to Government on important topics such as food and health" and that it was now actively seeking "parents with children aged 2-18" who would be prepared to give their views regarding food advertising to children.

The group has posted the information for interested parties at talkaboutfood.org.uk.

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