For Your Health

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UK--Junk food ads targeting children banned in non-broadcast media
https://www.theguardian.com/society/2016/dec/08/junk-food-ads-targeting-children-banned-in-non-broadcast-media

Junk food adverts aimed at children are to be banned online, in print and in the cinema after a detailed consultation on the damage they do by encouraging children to eat fattening and unhealthy food.

The announcement of curbs in non-broadcast media by the Committee on Advertising Practice (CAP) was greeted with relief by health campaigners, who have long been frustrated by the deluge of ads for sweets, sugary drinks and fat-laden foods aimed at children, especially via their smartphones, often in the form of games. There was an outcry when the government’s obesity strategy published in the summer did not address the advertising issue.

The ruling was a start but did not go far enough, health organisations said. It will stop adverts for foods high in fat, salt and sugar in entertainment and publications explicitly for children but not in those for adults or families unless children make up more than 25% of the audience.

Cartoon characters and celebrities will be banned from promotional material but not food packaging, meaning they will still be seen on the boxes of sugar-laden breakfast cereals.

The CAP said it was bringing other media in line with the rules on TV advertising. “Childhood obesity is a serious and complex issue and one that we’re determined to play our part in tackling,” said its chairman, James Best.

“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.”

The need to act has become clear as children spend more and more time on computers and phones. Research from Ofcom shows that young people aged five to 15 spend about 15 hours a week online, overtaking time spent watching TV for the first time.

From 1 July, adverts for products with high fat, salt or sugar content will no longer be allowed on video-sharing platforms and sponsored games if they are likely to appeal to children under the age of 16. Promotions, licensed characters and celebrities popular with children will be allowed for healthy food and drink products only.

Action on Sugar welcomed the new rules. “However, we need to see bans on advertising go further, as they currently do not manage exposure to these adverts during popular family programmes such as the X Factor or Britain’s Got Talent,” said its campaign manager, Jenny Rosborough, a registered nutritionist.

The Obesity Health Alliance, a coalition of more than 30 health charities, agreed that the move was important, “but it’s concerning that the new restrictions only apply when it can be shown that at least 25% of the audience are children. This loophole means that a significant number of children could still be exposed to adverts for high fat, salt and sugary products,” it said.

“Research shows advertising greatly influences the food children choose to eat, and with one-third of children overweight or obese by their 11th birthday, we need to protect them from relentless junk food marketing in all walks of life.”

he Food and Drink Federation, which has fought other curbs including the government’s sugar tax, was supportive of the changes. “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,” said its chief executive, Ian Wright.

“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.”

The Advertising Association said other action against obesity was also needed. “These new rules reflect changing media habits and reinforce a regime which has already greatly reduced the advertising kids see for sugary, fatty foods. Regulation is important but we also know the effects of advertising are relatively small, so whether it’s supporting parents with healthier choices, improving education or getting more people more active, let’s now grab the opportunity to put our collective energy into tackling the big drivers of obesity,” said its chief executive, Stephen Woodford.