Unhealthy Ads for Children Targeted in UK in Obesity Crackdown
13 May 2016 --- Children’s adverts promoting foods high in fat, salt or sugar (HFSS) could be banned from non-broadcast media in the UK, according to new proposals which have been welcomed by the food industry.
The proposals come amid widespread concerns about childhood obesity and are being put forward amid changing media consumption habits.
The Committee of Advertising Practice (CAP) has launched a public consultation on introducing rules that would oversee how brands can target children in non-broadcast media, including online.
CAP chairman James Best said: "Too many children in the UK are growing up overweight or even obese, potentially damaging their health in later life and imposing a high cost on society."
"Advertising is just one small factor in a very complex equation but we believe we can play a positive part in addressing an urgent societal challenge.”
"In proposing new rules, our aim is to strike the right balance between protecting children and enabling businesses to continue advertising their products responsibly."
If the proposals are pushed through, it means they will mirror broadcast media such as television, where rules prevent such ads being shown during children’s programmes.
Key proposals
1) Proposals to limit advertising of HFSS products across all non-broadcast media.
2) Consideration as to whether rules should ban advertising HFSS products to children under 16.
3) Banning the use of celebrities popular with children in advertising HFSS products.
1) Proposals to limit advertising of HFSS products across all non-broadcast media.
2) Consideration as to whether rules should ban advertising HFSS products to children under 16.
3) Banning the use of celebrities popular with children in advertising HFSS products.
The Food and Drink Federation, which represents and advises UK food and drink manufacturers, welcomed the proposals.
A spokesperson said: “Britain’s food and drink brands have come together to support the further tightening of advertising codes based on current nutrient profiles, an example of voluntary industry action moving faster and further than regulation can."
“We support a change to the current code which would ensure that ads for foods and drinks high in fat, sugar and salt are not targeted at under-16s in any medium, including online. After all, we live in a digital age.”
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