UK advertising watchdog launches consultation on restrictions on advertising junk food to children

The UK advertising watchdog has launched a consultation on bringing in tough new restrictions on marketing junk food to children.

The Committee of Advertising Practice (CAP) – the code-setting body for all advertising in the UK that appeared in any media except on TV and radio – has launched a consultation to limit where ads promoting products high in fat, salt and sugar could appear in media including the press, posters, billboards, magazines and online.

CAP is looking at the possibility of banning junk food ads from media targeted at – or of particular appeal to – children under the age of 12 or 16.

 ''Too many children in the UK are growing up overweight or even obese, potentially damaging their health in later life and imposing a high cost on society,'' said James Best, chairman of CAP. ''Advertising is just one small factor in a very complex equation but we believe we can play a positive part in addressing an urgent societal challenge. In proposing new rules, our aim is to strike the right balance between protecting children and enabling businesses to continue advertising their products responsibly.''

A total ban on junk food TV advertising around all children's programming was already in place, and all shows that had a 20-per cent higher proportion of under 16-year-old viewers than the UK average.

CAP was also looking to relax rules that banned the use of licensed characters and celebrities popular with children in campaigns aimed directly at pre-school or primary school children.

Under the new rules they would be banned solely from being used to promote junk food, but there would be no restrictions on them to advertise healthier foods to children.

''Available evidence shows that advertising has a modest effect on children's food preferences, but other factors like parental influence, opportunities for physical exercise, education etc, play greater roles in the causes of – and solutions to – childhood obesity,'' said CAP. ''However, CAP believes even a relatively small positive impact from new advertising restrictions could make a meaningful contribution to tackling this important health issue.''