Ofcom stands by junk-food ad ban

Media Week 22-Feb-07, 15:57

Ofcom has given broadcasters a 10-month grace period before imposing its ban on junk-food advertising within programming that attracts a high proportion of under-16s.

The regulator ruled today that the ban affecting four to nine year-olds would come into effect from April, and this would be extended to 10 to 15 year olds from 1 January, 2008.

Ofcom said the reason for the phased introduction was that its original consultation had focused on the issue of under-10s.

However, it has refused to back down on the extension, despite an outcry from advertisers and broadcasters accusing the regulator of moving the goalposts in its long-running consultation on the issue.The move means broadcasters such as MTV will have another year to try to cushion the blow, which is expected to wipe tens of millions off their ad revenues.