New Restrictions on HFSS Ads Aimed at Children in UK

08 Dec 2016 --- Advertisements for food and drinks high in fat, salt or sugar (HFSS) aimed at children which run online, in print, on billboards and in cinemas are to be banned in the UK, under new rules. The rules are an effort to help combat rising childhood obesity, particularly in light of children spending more time online, but campaigners have criticized the measures of falling short and complain that the “power” rests in the “hands of manufacturers and advertisers, not parents.”

The plans have been announced by the Committee on Advertising Practice (CAP), which said the restrictions would “significantly reduce” the number of ads for HFSS products seen by children on children’s games websites and channels such as YouTube. The restrictions apply to media where under-16s make up at least a quarter of the audience.

Chairman of CAP, James Best said: “Childhood obesity is a serious and complex issue and one that we’re determined to play our part in tackling. These restrictions will significantly reduce the number of ads for high, fat, salt or sugar products seen by children.”

“Our tough new rules are a clear demonstration that the ad industry is willing and ready to act on its responsibilities and puts the protection of children at the heart of its work.”

Furthermore, the CAP said the rules, which will be introduced on July 1 next year, would bring non-broadcast media in line with rules on broadcast media introduced in 2007 which limited advertising of such products during children’s TV shows.

CAP cited research from the UK broadcast media regulator Ofcom, which showed that young people aged 5-15 are spending around 15 hours each week online – overtaking time spent watching a TV set for the first time – as key to the introduction of the new rules. They have been introduced following a detailed consultation, said CAP.

Some campaigners welcomed the move as a step in the right direction, pointing out that the rules address some issues which were neglected in the government's obesity strategy published in the summer.

But others grumble that the rules are not extensive enough and contain loopholes.

For example, the rules do not cover media which is not specifically targeted at children but watched by children. Likewise, cartoon characters and celebrities will be banned from advertising material, but not on food packaging, such as cereals.

Ian Wright, the chief executive of The Food and Drink Federation, welcomed the new rules.

He said: ““Last year, FDF announced its backing for major changes to the way food and drink is advertised, based on our belief that non-broadcasting advertising rules should be in line with the strict rules already in place for TV.”

“HFSS food and drink ads have long been banned on children’s TV, with under-16s today seeing far fewer of these ads than in recent years. As young people move away from traditional media towards new and social media, we feel it’s important that ad rules keep up with this change.”

Action on Sugar also welcomed the rules but has called for an “independent” regulator to ensure advertisers are adhering to the rules. “This is an industry regulating itself,” it said.

Malcolm Clark, co-ordinator of the Children's Food Campaign, questioned how comprehensive the rules were.

He said: “Just as many of the TV programs most watched by children aren't covered by the rules, so it looks like many of the most popular social media sites won't be either; neither will billboards near schools, or product packaging itself.”

“Unfortunately, the power still seems to be very much in the hands of manufacturers and advertisers, not parents.”

It said the rules should include media which is “designed in a way that appeals to children” and that is “broadcast or distributed in a place where, or at a time when children are normally reached.”

Professor Neena Modi, president of the Royal College of Paediatrics and Child Health, said the restrictions would help fight health problems but that more could be done.

She said: “Surely it is time for government to strengthen rules around all advertising, and in particular ban the advertising of foods high in salt, sugar and fat on television before the 9pm watershed.”

According to Public Health England, over 19 percent of children between the ages of 10 and 11 in the UK are obese and a further 14 percent are overweight. Over 9 percent of children between the ages of four and five are also deemed obese.

By John Reynolds