Junk food ad regulations are working says Ofcom

by Daniel Farey-Jones, Brand Republic 12-Dec-07, 16:00

LONDON - Ofcom has claimed its new rules on advertising high in fat, salt and sugar foods to children are taking effect, with early data showing a 27% drop since 2005 in all food and drink TV advertising to children, aged between four and nine years old.

Ofcom briefed a group of consumer, health and ad and TV industry representatives today about the data it has collected on advertising impacts.

It said it was too early to come to any firm conclusions, but the indications are that the restrictions have started to take effect.

The data is taken from the Nielsen Media database, and importantly is not focused only on ads for HFSS foods. It covers ads for all food, all soft drinks and beverages excluding alcoholic drinks, and chain restaurants.

It shows the number of impacts on dedicated children's channels dropped by 49% from 2005 to 2007. The periods compared are April to September 2005 and April to September 2007.

Ofcom's restrictions first applied to ads around programmes aimed at children aged four to nine from April 1, and will be extended to those aimed at children aged up to 15 from January 1 2008.