Search
The Caterer

Ofcom to begin phasing out fast-food ads during kids programmes

22 February 2007 by
Ofcom to begin phasing out fast-food ads during kids programmes

Media regulator Ofcom has confirmed details of its ban on fast-food operators advertising during TV shows watched by under-16s.

Phase one of the ban will begin in April, banning adverts for foods high in fat, sugar and salt in the time around shows watched by children aged between seven and nine.

Phase two follows in January 2008, reinforcing ban by removing the advertisements placed around programmes that would appeal to children aged four to 15.

Phase three aims to complete the ban by eradicating junk food advertising from all children's television.

Health food campaigners wanted a ban on junk food adverts up to the 9pm watershed, but Ofcom said the ban will cover any shows appealing to teenagers, whatever time they are aired.

Food industry figures said the ban will have no real effect on childhood obesity.

Melanie Leech, director of the Food and Drink Federation said: "Ofcom notes TV advertising has a modest, direct effect on children's food choices and is only one among many influences."

MPs slam Government in action over rise in UK childhood obesity >>

Fast-food ads banned from children's magazines >>

Burger King to stop advertising during kids programmes >>

Which? report angers fast-food companies >>

By Jessica Harvey

E-mail your comments to Jessica Harvey here.

Get your copy of Caterer and Hotelkeeper every week -

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.