UK bans junk food ads in kids TV 

Ads for food and drinks high in salt, sugar or fat will be banned from British television programmes aimed at children in the government fight against increasing childhood obesity.

Media regulator Ofcom put forward rules on Friday that will apply to programming that appeals to children under the age of 16 at any time of day or night on any channel.

The decision left both advertising and health groups angry.

Ofcom said it had a responsibility to reduce the exposure of children to the advertising of such foods, balanced against the need to secure television programmes of high quality.

Consumer and health groups had been lobbying for a full ban on junk food TV ads before 9pm "Based on the evidence and analysis, we believe the case for intervention is clear," Ofcom Chief Executive Ed Richards said in a statement. "We will introduce significant but proportionate measures to protect children under 16."

According to the Health Survey for England, 16% of boys and 10% of girls aged between 2 and 10 are obese. Ofcom launched a consultation in March this year after being approached by Tessa Jowell, the minister for culture, media and sport.

"This is but one element of a renewed drive and responsibility ... to halt the rise in obesity among children," Jowell said in a statement.

Tougher ruling

But Sustain, an alliance for better food and farming, which had campaigned for tougher ruling said Ofcom had caved in to the food and advertising lobby.

Children will still be exposed to junk food ads when they watch adult programming in the early evening, campaign co-ordinator Richard Watts said in a statement.

"We know that over two thirds (71%) of the TV the average child watches is outside these hours (dedicated to children's programming), so these restrictions will have almost no effect."

The British Medical Association also said Ofcom should have gone further.

In contrast, ISBA, which represents over 400 UK advertisers, said Ofcom's decision went too far.

The regulator's initial proposal had covered programming for children under 9 years old, but Friday's proposal to cover under 16-year-olds will also affect programmes such as "Hollyoaks" and the "Simpsons".

"These proposals are harmful to UK television, damaging to the competitiveness of UK plc and will not reduce obesity," ISBA's Ian Twinn said in a statement.

"We fear that the Ofcom board members have been influenced by political opinion ... not the evidence." Ofcom estimates that the impact on total broadcast revenues will be up to 39 million pounds ($73.6 million) per year, falling to around 23 million pounds as broadcasters mitigate revenue loss over time.

It said commercial broadcasters such as ITV, Channel 4 and Five could lose up to 0.7% of their total revenues. Dedicated children's channels could lose up to 15% of total revenues, the regulator said.

The restrictions will apply to all broadcasters licensed by Ofcom and based in the UK, including international broadcasters transmitting from the UK to audiences overseas.

The changes will take effect before the end of January 2007. but ad campaigns already underway will be allowed to be broadcast until the end of June of that year.

Ofcom said decision to extend the rules to under 16-year-olds would still require a further short consultation.