Richard Watts, campaign co-ordinator for the Children's Food Campaign, said Ofcom's decision to limit the ban to the traditional hours of children's TV 'will have almost no effect', as 71 per cent of the viewing by the average child is outside these hours.
Ofcom will ban the advertising of food and drink products that are high in fat, salt and sugar 'in and around all programmes of particular appeal to children under the age of 16'. It had originally proposed to aim its restrictions on advertising at the under-nines.
Ofcom rejected calls for a 9pm watershed ban, as it would 'significantly reduce broadcaster revenues, to an extent inconsistent with a proportionate approach'. It said the potential revenue loss could be 250m a year.
Register now to continue reading
Thank you for visiting Nursery World and making use of our archive of more than 35,000 expert features, subject guides, case studies and policy updates. Why not register today and enjoy the following great benefits:
What's included
-
Free access to 4 subscriber-only articles per month
-
Unlimited access to news and opinion
-
Email newsletter providing activity ideas, best practice and breaking news
Already have an account? Sign in here