Ofcom has today published its consultation on options to restrict television advertising of food and soft drink products to children.

FAU News Release responding to Ofcom proposed restrictions

The consultation contains BCAP's proposals for new content rules, as well as three options to restrict the volume of food ads which include:

1. applying the FSA nutrient profiling model to prohibit advertising and  sponsorship of HFSS products during children's programmes;
2. prohibiting all  food and soft drink advertising during children's programmes, or
3. no food or drink advertising during pre-school programmes and volume-based restrictions on  food or soft drink advertising and sponsorship at times when children are most  likely to be watching.

Ofcom says voluntary action alone is not an option and a pre-9pm ban would be disproportionate, but  actively invites proposals for a fourth option capable of commanding broad support.

The consultation also  contains a detailed impact assessment.

Some of these documents are in PDF format. Click the button if you need to download the free Adobe Reader:

Executive Summary

Television advertising of food and drink products to children (full report - link to Ofcom website):

• Section 1 - Foreword and Executive Summary [pdf]
• Section 2 -  Background [pdf]
• Section 3 - Research & Analysis [pdf]
• Section 4 - Rationale  for Regulation [pdf]
• Section 5 - Policy Options [pdf]
• Annexes 1-5 [pdf]
• Annex 6  - Impact Assessment [pdf]
• Annexes 7-8 [pdf]

Research Annexes

• Annex 9  - Literature Review [pdf]
• Annex  10 - Recent trends in children’s viewing patterns and advertising activity [pdf]
• Annex  11 - Creative techniques used to target children [pdf]

How to respond

The FAU will be consulting members on its response once it has had time to digest the full detail of the consultation.

The closing date for responses has been extended to 30 June 2006.

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