Junk food ads banned

Junk food TV commercials during programmes aimed at under-16s will be banned under new rules put forward by Ofcom today. The restrictions apply during all children's programmes and adult shows of particular appeal to under-16s.

They will cost broadcasters up to an estimated £39 million in lost advertising revenue, Ofcom said. The plans include a total ban on all advertisements for food and drink which are high in fat, salt and sugar (HFSS) at any time of the day, on any channel.

Children's programmes and channels will fall under the ban. The restrictions were initially going to be aimed at under-9s but this has been extended to under-16s.

Ofcom said consultation would continue on this expansion and would close before Christmas. A final determination will be made in January. Under the ban, celebrities and characters - including cartoons - would not be allowed to endorse products for younger children.

Ofcom estimated that the loss for commercial public service broadcasters - ITV, GMTV, Channel 4, and five - by imposing the ban could be 0.7% of their total revenues. Children's and young people oriented cable and satellite channels could lose up to 8.8%, while channels dedicated to children could lose as much as 15% of revenue.

The proposed changes are expected to be enforced from the end of January 2007, but advertising campaigns already under way would be allowed to broadcast until the end of June next year.