Which? urges wider ban on TV ads for junk food

by Dan Leahul, Brand Republic 19-Sep-08, 11:45

LONDON - Consumer group Which? is continuing to put pressure on the government to expand the ban on junk food ads to include family-orientated TV programmes such as 'Britain's Got Talent' and 'Beat The Star'.

Despite controls implemented in January to prevent junk food ads being shown during children's programmes, advertisers are still reaching thousands of children through other shows.

Research released by Which? showed that none of the programmes with the five highest child audiences are covered by the restrictions, while just four shows out of the top 20 are covered.

Which? looked at TV viewing data from ITV1, Channel 4, Channel 5 and Sky One for two weeks in June.

Data showed that ITV's 'Beat The Star' had 532,300 viewers under the age of 16 and showed ads for Coca-Cola, Sprite and Oreo's, among other sugary and fatty food ads.

However children's programme 'Spongebob Squarepants', which falls under the ban, had just half the number of under-16 viewers as 'Beat The Star'.

Ofcom's restrictions, which are currently under review, apply when programmes are watched by a high proportion of children rather than depending on the actual number of children watching.

Clare Corbett, food campaigner at Which?, said: "The ad restrictions may look good on paper but the reality is that the programmes most popular with children are slipping though the net. If these rules are going to be effective, then they have to apply to the programmes that children watch in the greatest numbers."

The government recently asked Ofcom to review the restrictions. Ofcom said it would make a decision whether the rules need to be strengthened once the review is completed in December.

Corbett said: "Once the Ofcom review is finished, the Government has a great opportunity to update the restrictions so they stop children from being exposed to ads for unhealthy foods.

"We're not anti-advertising, we're just against the fact that most of the ads children see are for unhealthy products, rather than the healthier foods they should be eating more of."

The Food Standards Agency made a plea two years ago to ban all junk food ads shown on television before 9pm. Ofcom denied the request stating it would cost broadcasters too much money in lost revenue.