Television Advertising of Food and Drink Products to Children

In 2004, Ofcom, the independent regulator of television, radio, telecommunications and wireless communications services in the United Kingdom, undertook a research project drawing together information from previous academic research, national food surveys and lifestyle research, reanalysis of information available in food industry and broadcasting databases, as well as new qualitative and quantitative projects. The study concluded that television advertising has a "modest direct effect" on children's food preferences, consumption and behaviour. The survey also examined parents' attitudes to television advertising and regulation, and found that parents accept responsibility for their children's diets, but believe that increased regulation of food advertising would help them to encourage their children to eat more healthily.

Ofcom has since undertaken further research work:

• updating their original analysis on the size, spend and impact of the market for television advertising of food;
• updating their original analysis of the television viewing patterns of children;
• analysing the content of food and drink advertising to children on television; and
• updating the review of academic research into the effects of television advertising on childhood health and diet.

The new and updated studies confirm the original findings. There is now a growing body of evidence of the links between television advertising exposure and children's food preferences. It is also clear that whilst television advertising of food to children is declining each year, it remains significant; television is still the key medium for communicating messages about food and drink products to the widest audiences. In this document, Ofcom has drawn up three potential remedies to address childhood obesity, which has increased from 9.6 percent of children aged 2 to 10 in 1995 to 15.5 percent in 2002, according to the Health Survey for England. One proposal would ban food and drinks ads during television programmes that are made specifically for children, or that appeal to children of nine years old and under, covering a broad range of programming. An alternate proposal would use the same criteria but would apply only to junk food high in fat, salt or sugar. A third option, which would have the biggest financial impact on mainstream broadcasters, would place volume limits on the number of food and drink ads shown per hour at any time when children are likely to be watching.

Ofcom has opened these options for consultation. Each option has its own advantages and disadvantages. The consultation will close on Tuesday June 6 2006. Ofcom will issue a final statement later in the year, which will enable any content standards to be incorporated into the Broadcast Committee of Advertising Practice Ltd. (BCAP) code and implemented with immediate effect.