Junk food ban confirmed

Ofcom has confirmed it is to go-ahead with plans to ban junk food advertising to children under 16.

The regulator today released a final statement on the restrictions which were announced in November last year.

The ban includes all television advertising of food and drink products high in fat, salt and sugar on programmes and channels which hold a particular appeal to children under 16, regardless of what time they air.

November's announcement surprised the industry, with many expecting the restrictions to apply only to programmes which appeal to children under 10 at certain times of the day.

Broadcasters showing programming for the under 16s will be given until January 2008 before the restrictions come into force. Existing ad campaigns or those in the final stages of creative execution can be broadcast until the end of June 2007, though from July 1 2007 all advertising campaigns must comply with the new content rules.

Children's channels will be allowed a graduated phase-in period with full implementation required by the end of December 2008.

Ofcom has said it will review the effectiveness and scope of the new restrictions in autumn 2008, one year after the full implementation of the restrictions.