[Home] [News & media] [News releases] [9 October 2006]

The FAU responds to the key report released today by Ofcom on TV food and soft drink advertising to children

The FAU today responded to the public opinion  research published by Ofcom, as part of its consultation to restrict food and soft drink advertising to children, conducted early in 2006. The research covers a range of issues and gauges the responses of parents and children to Ofcom’s  three regulatory packages, along with self-regulation and a pre-9pm watershed ban.

There is recognition from participants that TV advertising is  only one influence and that any action should take into consideration the  relative influence on children’s food and drink preferences. There was little  support for a pre-9pm watershed ban as it was seen as too "heavy handed" and  people wanted Ofcom to take a "more moderate approach". Participants also  recognised the importance of proportionality and did not want to see too harsh  an impact on broadcasters and advertisers.

The report, which is robust in its methodology, offers a balanced and representative view of people’s opinions. Whist there is an ‘appetite’ for further regulation in this area, given people’s concerns, there is a recognition that TV advertising is only one influence on children's food and soft drink preferences and therefore action should be proportionate.

Suzanne Edmond, Public Affairs Manager, said:

"Whilst there is an ‘appetite’ for further regulation, it is reassuring that people recognise that advertising restrictions in themselves are  not a ‘quick fix’ solution to the health problems facing this country".

"It is clear from this research that people want Ofcom to take a "moderate" and proportionate response to ensure all advertising to children is  responsible, but adults and parents alike regard the proposed pre-9pm watershed  ban as both unnecessary and undesirable".

She added:

"We would urge Ofcom to take into consideration the wide range of views on this  complex issue and find the ‘middle way’ that is needed."

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Notes to editors

1. The Food Advertising Unit (FAU), which operates under the auspices of the UK Advertising Association, is a centre for information, communication and research in the area of food advertising, particularly television advertising, to children. FAU membership represents multi-national food companies, advertising agencies and the media.
2. ‘Package 4’ was submitted to Ofcom on 30 June 2006. It was signed by the members of the coalition: Andrew Brown, Director General of the Advertising Association (AA), Malcolm Earnshaw, Director General – ISBA, Melanie Leech, Director General - Food and Drink Federation (FDF),  Jeremy Preston, Director - Food Advertising Unit and Hamish Pringle, Director General - Institute of Practitioners in Advertising (IPA). http://www.fau.org.uk/Package_4__final_.pdf
3. The industry proposal, 'Package 4', meets many of the concerns raised by participants in this research, through tough but proportionate restrictions on content - including celebrities, licensed characters and promotional offers - as well as volume and scheduling restrictions.  If proposed,  the new rules would be amongst the toughest in the world.
4. Ofcom’s research Regulating TV advertising of food and drink to children can be downloaded from www.ofcom.org.uk/research/tv/reports/regulating_tvadverts/.

For further information

Please contact Suzanne Edmond on 07736 729 422 or Sue Eustace on 020 7340 1100

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