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Ofcom has published its plans for a total ban on junk food ads in and around programmes aimed at the under-16s, broadcast at any time of day or night, on any channel.
The move is set to rock the industry as while a total ban was anticipated, it was thought it may be restricted to all children's programmes or to programmes shown before the 9pm watershed.
The ban includes all advertising of high fat, salt and sugar (HFSS) food and drink around all children’s programming, on dedicated children’s channels and in youth-oriented and adult programmes which attract a 20% higher proportion of viewers under-16 than the UK average.
This last restriction has come as a surprise and could impact on many popular entertainment, music and reality shows and channels.
The regulator believes the move will mean children under 16 would see 41% fewer high HFSS food and drink advertisements. For under-9s the reduction would be 51%.
Chief executive of Ofcom, Ed Richards, said: “Based on the evidence and analysis we believe the case for intervention is clear. We will introduce significant but proportionate measures to protect children under 16.”
Ofcom estimates the impact on total broadcasting revenues would be up £39 million per year, falling to around £23 million as broadcasters recoup the revenue lost.
New rules have also been proposed for ads targeted at primary school children. These rules would ban the use of celebrities and characters licensed from third-parties (such as cartoons), promotional claims (such as free gifts) and health or nutrition claims.
The changes announced today will take effect before the end of January 2007, but advertising campaigns already underway would be allowed to be broadcast until the end of June 2007.
Richards added: “We will look to advertisers and broadcasters to follow both the spirit as well as the letter of the rules we are putting in place.”
