UK's Ofcom to phase in curbs on TV food, drink ads from April 1 UPDATE |
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Thu, 22 Feb 2007 11:53
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(Adds details on content restrictions)LONDON (AFX) - UK communications regulator Ofcom confirmed that it will phase in scheduling restrictions on the television advertising of food and drink products high in fat, salt and sugar (HFSS) aimed at children on all channels from April 1.From April 1, HFSS advertisements will not be allowed to be shown 'in or around programmes made for children (including pre-school children), or in or around programmes that are likely to be of particular appeal to children aged 4-9'.Such ads will be banned in or around programmes likely to be of particular appeal to children aged 4-15 from Jan 1 2008, added Ofcom in a statement.The regulator said children's channels will be allowed a graduated phase-in period, although they must implement the new restrictions fully by end-Dec 2008.Alongside the scheduling restrictions, new content rules as set out in Ofcom's additional consultation published on Nov 17 will also come into effect immediately, alongside the scheduling restrictions.These rules apply to all food and drink advertising to under-16s, no matter when it is scheduled, and include restrictions such as a ban on the use of celebrities and promotional offers aimed at primary school children or younger.Ofcom said 'existing advertising campaigns or those in the final stages of creative execution can be broadcast until the end of June 2007', but that all advertising campaigns must comply with the new content rules from July 1.The regulator said that all restrictions on product advertising apply equally to product sponsorship.newsdesk@afxnews.comvlbCOPYRIGHTCopyright AFX News Limited 2006. All rights reserved.The copying, republication or redistribution of AFX News Content, including by framing or similar means, is expressly prohibited without the prior written consent of AFX News.AFX News and AFX Financial News Logo are registered trademarks of AFX News Limited
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UK's Ofcom to phase in curbs on TV food, drink ads for under-16s from April 1 