Grade launches attack on junk food ad ban

by Mark Banham, Brand Republic 28-Feb-07, 09:20

LONDON - Michael Grade, the new executive chairman of ITV, has attacked government plans to ban junk food advertising during programmes that appeal to children under the age of 16.

Speaking at yesterday's annual conference for television marketing body Thinkbox, Grade insisted that advertising was not to be blamed for people's unhealthy lifestyles and that the ban was getting in the way of television reflecting "real life".

Grade said: "We [as broadcasters] have common thoughts in resisting this kind of insidious nanny state pressure. Either ban these products, or just get out of our lives."

Jane Lighting, chief executive of Five, added: "We have seen children's and alcohol advertising restricted and car advertising will probably be next, and what comes after that? We genuinely need a lighter touch in regulation."

The media regulator Ofcom banned junk food advertising in all children's programming and on dedicated children's channels in November last year. The decision was estimated to cost an estimated £39m in TV ad revenues.

Following a lengthy consultation, the regulator decided that the best way to reduce the exposure of junk food to children is by enforcing a total ban on advertising in and around all programmes of particular appeal to children under the age of 16.

The ban 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 had been previously proposed earlier last year.

Restrictions targeting junk food advertising will use the current Nutrient Profiling scheme developed by the Food Standards Agency.

In addition, the media regulator put forward new rules on the content of ads targeted at primary school children.

Those rules also banned the use of celebrities and characters, such as cartoons, promotional claims and health or nutrition claims.

Comments

Propeller Mobile - 28/02/2007

Why won't anyone have the courage to say parents are responsible for what young children eat? It loses cotes that's why and big corporations are easier whipping boys.