Junk food ads rules 'not enough'12th November 2007
According to a report by Which? magazine, rules regarding "junk food" advertisements shown to children do not go far enough.
The report says that children still routinely see television adverts which show foods high in salt, sugar and fat.
The research showed that commercials for popular confectionery - including Milky Way, Smarties and Twix - were seen by children when they watched popular programmes.
Rules restricting advertising were imposed earlier in 2007 and apply to those television shows where children are the main audience.
However Which? discovered that many popular television proogrammes did not fall under the same restrictions because they had a high adult audience.
The Which? report was calculated from two weeks' worth of television viewing figures for ITV1, Channel 4 and Five.
Programmes included the X Factor and Ant and Dec's Saturday Night Takeaway. Over half of the 20 programmes most popular with an audience aged under 10 years did not fall under current regulations.
Miranda Watson, from Which?, said: "The only way to shield children from TV ads for unhealthy foods is a 9pm watershed."
Richard Watts, of the pressure group Sustain, said that whilst parents had to take responsibility for the food they gave their children, they needed "support in exercising that responsibility" and imposing a limit would help them to do that.
Julian Hunt, of the Food and Drink Federation, said the UK was already "one of the most heavily regulated markets in Europe, and the new rules should be given time to take effect."
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Title: Junk food ads rules 'not enough'
Author: Jess Laurence
Article Id: 4751
Date Added: 12th Nov 2007