In March 2006, the Office of Communications (Ofcom), the independent regulator and competition authority for the UK communications industries, examined the case and proposed options for restrictions on the television advertising of food and drink products to children.

Consumer and health groups criticized the regulator for not going far enough with the proposed measures, calling for a blanket ban on all advertisements for unhealthy food during TV programmes aimed at under-fives, as well as a ban on appearances by celebrities and famous film or cartoon characters in food and drink adverts targeted at under-10s.

Background

Further to increasing concerns about levels of obesity amongst British children and suggestions that changes in diet are likely to be one of the causes, the Secretary for Culture, Media and Sport, Tessa Jowell, asked Ofcom at the end of 2003 to consider “targeted and proportionate” proposals for strengthening the existing code on TV advertising in respect of food and drink to children.

In response to this request, Ofcom conducted a wide-ranging research project during the first half of 2004. This multi-faceted project provides a robust evidence base that helps understand the role that TV advertising plays in influencing children’s food and drink consumption.

Nevertheless, Ed Mayo, chief executive of the National Consumer Council, considers that the regime adopted after this research should have been stronger: “The UK’s obesity problem demands tough controls targeted at unhealthy foods high in fat, sugar and salt. Ofcom needs to put children’s health first”.

 Ofcom research "Childhood obesity - Food avertising in context" is available at the Research section of the Ofcom website.