Representatives from the UK’s food, soft drinks and advertising industries have submitted a joint response to Ofcom’s consultation on TV advertising of food and drink to children.
The Better Balance proposals, which, like those of the UK government, focus on children under ten and advertisements screened during their viewing times, were submitted to media regulator Ofcom on June 30.
The submission includes a proposal of a ban of cartoon characters, pop and movie stars and collectable items in ads aimed at children. The proposals also include a ban on advertising any branded foods when children’s programs are aired on terrestrial TV.
Additionally, it proposes that food and drink adverts should be limited to 30 seconds per hour each day on dedicated children’s channels.
This package represents a very significant set of proposals from the overwhelming majority of industry, Andrew Brown, director general of the Advertising Association, told journalists.
We are committed to playing our part in tackling childhood obesity and we accept the need for new restrictions on food advertising to children. Ofcom’s research showed that advertising has only a 2% influence on a child’s food preferences and our package therefore delivers a proportionate, balanced response which will be good news for parents.