Calls to tighten rules over junk food adverts

Published on Monday 26 July 2010 18:24

CAMPAIGNERS have called for tighter restrictions on the advertising of junk food to children after a review found new rules have not proved as successful as hoped.

Watchdog Ofcom had estimated that a ban on advertising food and drinks high in fat, salt and sugar (HFSS) during children's television programmes would reduce the exposure of four to 15-year-olds by 41 per cent of the 2005 level and by 51 per cent for younger children (four to nine-year-olds).

But in its final review of the effectiveness of the restrictions, brought in to fight child obesity, the communications industry regulator said the rules had reduced children's exposure to HFSS advertising "significantly", by 37 per cent overall, and by 52 per cent in the case of younger children.

The Children's Food Campaign said the review had shown that the rules "have been less effective than predicted".

Co-ordinator Christine Haigh said: "We need a tougher approach to protecting children from junk food marketing if we are to address the record levels of childhood obesity in this country. The figures show that a 9pm watershed would be a more effective way of protecting children."