‘Ban junk food adverts before the watershed’
TV ADVERTS for unhealthy food must be banned before 9pm to stop parents being hounded by their children, health experts demand today.
Controls are weak, leaving mums and dads vulnerable to pressure from youngsters wanting sugary drinks and junk food, warns the British Heart Foundation.
Seven in ten parents with offspring aged between four and 16 have been pestered for unhealthy food they have seen promoted on TV, according to its latest poll.
Demands for a watershed for products high in fat, sugar and salt are also backed by doctors and the Labour Party, which is set to put the plan in its election manifesto.
Almost one in three children is overweight or obese. The BHF says obese youngsters are more likely to become obese adults and run greater risks of serious health problems in later life.
Its survey found 43 per cent of par- ents with children aged four to 16 say they are badgered by their offspring at least once a week. Almost twofifths believe junk food adverts make it difficult to help their youngsters eat a healthy diet.
Mike Hobday, the Foundation’s director of policy, said: ‘Loopholes mean that every day millions of children are exposed to marketing techniques specifically designed to lure them into unhealthy eating habits.
‘This evidence shows that junk food ads are having a detrimental impact on children’s behaviour and hindering parents’ efforts to get their children to eat healthily.’
In 2007, TV regulator Ofcom limited advertising for items high in fat, salt and sugar during shows targeted at children but found this only cut their exposure by 37 per cent.
A 9pm watershed is supported by the Academy of Medical Royal Colleges but Health Secretary Jeremy Hunt, has said ‘banning and legislation is not always the answer’
Trade body, the Incorporated Society of British Advertisers, said there is no such thing as junk food, only junk diets. Spokesman Ian Twinn called for continuing education for families on healthy eating.