TV ‘lax’ on advertising junk food to children

New research suggests that junk food ads on TV shouldn’t target anyone under the age of 18.

A study published in the New Zealand Medical Journal looked at food advertising on TV2, TV3, the Cartoon Network and Nickelodeon during times that children usually watch television.

The article ‘‘Getting it wrong for children: Self-regulation of unhealthy food advertising on New Zealand television’’ said there were three major problems with current television ad regulations: Advertising Standards Authority (ASA) definitions of peak viewing time for children were wrong; the ASA definition of children was wrong; and breaches of the regulations were going unchecked.

The ASA defines peak viewing times for children based on when children’s programmes are on TV, but the researchers argued they watched at other times too.

The ASA defines children as anyone under 14, but the United Nations defines them as anyone under 18.

They also argued that breaches of the ‘‘New Zealand Television Broadcasters Code: Getting it Right for Children’’ were going unpunished.

Last month, the ASA produced a report recommending changes to the Code for Advertising to Children, including that the ASA encourage more robust monitoring of unhealthy food advertising.

The ASA panel decided against raising the definition of a child to 18. One argument was that it would be possible for teens to work at a fast food outlet, but not be allowed to see its advertising.

‘‘Young people are allowed to make significant life choices, including leaving school, working in fulltime jobs, serving in the armed forces, flying aircraft and having consensual sex,’’ the report said.