Children see fewer junk food ads

There are concerns food advertising is fuelling child obesity

Children are watching fewer television adverts for unhealthy foods, a review by the regulator Ofcom has found.

It estimates the number of TV adverts for foods high in fat, salt or sugar (HFSS) seen by children has dropped by a third since 2005.

Restrictions on adverts for HFSS products were introduced in 2007 amid concern about rising rates of obesity.

From January, all HFSS product adverts will be banned on dedicated children's channels.

The time has come for a full ban on junk foods ads before 9pm Betty McBride British Heart Foundation

However, a government report published in October found that advertising for HFSS foods has increased in other media outlets, such as the print media.

And a leading health charity said the measures had not gone far enough.

Ofcom found that since 2005 the amount of HFSS advertising seen by children aged from four to 15 fell by an estimated 34%.

For younger children, the estimated reduction was greater, at 39%; for older children, slightly less, at 28%.

Much of the HFSS advertising seen by children was broadcast between 1800 GMT and 2100 GMT, however the amount they saw in this period fell by an estimated 29%.

There were also reductions in the amount of HFSS advertising seen by children aged four to 15 at all other times of the day.

Ofcom also found that children were seeing fewer food and drink adverts that used licensed characters, such as cartoon and film characters, a drop of 69%.

They were also seeing fewer adverts with brand characters (down by 36%), and fewer that featured free gifts (down by 36%).

Exposure to adverts making health claims was also down, by 18%.

However, the number of adverts featuring celebrities was up by 22%.

Revenue

The review also found that children's channels saw a decline in food and drink advertising overall - but the loss of revenue was offset by a growth in advertising revenue overall.

The main commercial channels (ITV1, GMTV, Channel 4 and Five) saw an overall reduction in advertising revenues and a 6% decline in food and drink advertising revenue.

Most other digital commercial channels increased their revenue from food and drink advertising.

Under the Ofcom measures, children's channels have been allowed to include a progressively declining amount of HFSS advertising in their schedules between April 2007 and December 2008.

From January 2009, children's channels will be required to remove all HFSS advertising from their schedules throughout the day.

Betty McBride, of the British Heart Foundation, said the majority of HFSS food adverts were still getting through to children.

She said: "The time has come for a full ban on junk foods ads before 9pm.

"The government says childhood obesity is a 'timebomb' but seem happy for time to tick away waiting for Ofcom to report again."

Richard Watts, coordinator of the Children's Food campaign, said: "Although we welcome this modest fall in children's exposure to junk food advertising, Ofcom's figures highlight just how far their rules fall short of what is needed.

"If we are serious about putting children's health first, we must protect them from junk food advertising before the 9pm watershed, because children watch most TV in the early evening."