Kids' TV junk food ban goes live
The ban in place from today effects programming for children between four and nine years old
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Sunday, 01, Apr 2007 05:18
Television programmes for young children will no longer be able to feature adverts for unhealthy food products from today onwards.
New Ofcom restrictions now in place mean ads for food and drink high in fat, salt or sugar cannot be broadcast during shows aimed at children between the ages of four and nine.
From January 1st next year these same constraints will apply to programmes for children up to the age of 15, as well as shows aimed at adults but commonly watched by children.
Ofcom introduced the measures to combat rising levels of childhood obesity, although the media watchdog itself admits that "television viewing/advertising is one among many influences on children's food choices".
"These other factors include social, environmental and cultural factors, all of which interact in complex ways not yet well understood," the regulator said.
"In these circumstances Ofcom considered that a total ban on food advertising would be neither proportionate nor, in isolation, effective."
Dedicated children's channels have been granted a graduated phase-in period to alter their advertising contracts, meaning they have until the new year in 2009 to fully implement the measures.
Ofcom predicts that dedicated channels will lose between £4.6 million and £5.9 million a year in lost ad revenue as a result of the new restrictions.