Children’s junk food ads banned
HEALTH: Rules banning junk food advertising across all children’s media – including online and social – are due to come into effect as part of efforts to tackle childhood obesity.
Ads for food or drink high in fat, salt or sugar (HFSS) must no longer appear from tomorrow across all non-broadcast media targeted at under-16s.
NEW RULES banning junk food advertising across all children’s media – including online and social – are due to come into effect as part of efforts to tackle childhood obesity.
Ads for food or drink high in fat, salt or sugar (HFSS) must no longer appear from tomorrow across all non-broadcast media targeted at under-16s under the rules drawn up by the Committee of Advertising Practice (CAP).
The changes bring media such as print, cinema and, crucially, online and social media, into line with television, where strict regulation prohibits the advertising of unhealthy food to children.
They ban ads that directly or indirectly promote an HFSS product from appearing in children’s media or other media where children make up more than 25 per cent of the audience.
The new restrictions also apply to TV-like content online, such as on video-sharing platforms or ‘advergames’, if they are directed at or likely to appeal particularly to children. The CAP’s chairman James Best said: “These measures demonstrate the advertising industry’s continuing commitment to putting the protection of children at the heart of its work.
“The new rules will alter the nature and balance of food advertising seen by children and play a meaningful part in helping change their relationship with less healthy foods.”
CAP said shifting media habits among young people and evolving advertising techniques had fun- damentally changed children’s relationship with media. Latest Ofcom figures show that young people aged between five and 15 now spend about 15 hours each week online, overtaking the time they spend watching a TV set.
The Food and Drink Federation’s director general, Ian Wright, said the industry group “fully supported” the “landmark move”. But Malcolm Clark, the coordinator of the Children’s Food Campaign, said the online sphere remained a major area of concern, and packaging, in-store promotion and sponsorship deals were all still not covered.