Ofcom junk-food review will not look at TV ad ban

by Media Week Media Week 29-Jan-08

Ofcom has ruled out conducting a review into the possible introduction of a blanket ban on the TV advertising of junk food.

The Government's new anti-obesity strategy, announced on 23 January,
opted not to extend rules that currently prohibit junk-food advertising
around TV shows aimed at under-16s.

Instead, the Government has ordered the media watchdog to bring forward

its planned review of rules concerning the advertising of foods that are

high in fat, salt or sugar.

An Ofcom spokesperson said the review will look at whether the current
scheduling restrictions are achieving their intended objectives.

She said: "It will also consider whether the restrictions are being
implemented consistently across broadcasters and in the way intended,
whether advertisers are complying with the letter and spirit of the
rules and whether advertisers have increased their HFSS ads in adult
time, but early enough for kids to see."

By July, the regulator will have six months of data concerning the
impact of the ban on junk-food TV advertising to under-16s.