IPA challenges attempt to ban all junk food TV ads

by Mark Banham, Brand Republic 09-Feb-07, 15:00

LONDON - The Institute of Practitioners in Advertising has slammed a proposed Parliamentary bill that would ban the promotion of high fat or high salt and sugar-based foods, labelling it 'disproportionate and contrary'.

The bill has been introduced to the House of Lords by Labour peer by Baronness Thornton and will be debated on Tuesday.

Marina Palomba, legal director at the IPA, said: "Such a Bill is unnecessary given the stringent new rules restricting the advertising of HFSS foods in or around children's programming. This call is totally disproportionate and contrary to all the evidence that such a ban would benefit children and consumers.

"We are disappointed that the supporters of the bill, such as Sustain, are refusing to act within the spirit of co-operation that Ofcom and the government are seeking. The new restrictions come into full force in July this year, introducing the bill at this juncture is therefore blatantly unnecessary."

In November, media regulator Ofcom banned junk food advertising in all children's programming and on dedicated children's channels, at a cost of up to £39m in TV ad revenues.

Following a lengthy consultation, Ofcom decided that the best way to reduce the exposure of junk food to children is to enforce a total ban on advertising in and around all programmes of particular appeal to children under the age of 16. This includes children's programming, dedicated children's channels, as well as youth-oriented and adult programmes that could appeal to children.

The decision came as a shock to advertisers and broadcasters because the regulation targets under-16s, rather than the narrower group of under-nines as previously proposed.

If the bill for a total ban on television advertising of unhealthy foods was to be passed through Parliament it would see some FMCG advertisers effectively hogtied in reaching key younger demographics, without severe changes to some of their product lines.

Top advertisers such a Walkers, Kraft and Masterfoods have already attempted to cut back on fat, salt or sugar in their products to escape a proposed ban.

Among obvious candidates, foods classified as high in fat, salt, or sugar, include Marmite and Bran Flakes.