ADVERTS for burgers, chocolate bars and fizzy drinks have been banned during television programmes aimed at youngsters under 16 as part of a drive to cut the amount of junk food consumed by children.
The total ban on foods high in fats, salt and sugar which came into operation yesterday extends similar restrictions already in operation for shows aimed at children under ten years.
The measures were developed by Ofcom, the communications regul
ator, in response to rising levels of childhood obesity in the UK.
But broadcasters say the quality of children's programmes will be hit by the loss of an estimated £39 million in advertising revenue.
The extended ban applies to food and drink adverts around all programmes of particular appeal to children under 16 years.
Adverts around youth-oriented and adult programmes which attract a significantly higher than average proportion of viewers under 16 will also be affected, Ofcom said.
Health and consumer groups are lobbying for a pre-9pm ban on all TV adverts for junk food, arguing that many television shows popular with young viewers – such as early-evening soaps – slip through the net because they also attract a large proportion of adult viewers.
The Children's Food Campaign last night claimed the measure would have no impact on young people's health.
Richard Watts, campaign coordinator, said: "This ban will make little difference to the amount of advertising of junk food children see.
"If the government is serious about protecting the health of young children, it would introduce a 9pm watershed on advertising.
"These measures still leave the programmes which are most popular with children, like X Factor, Ant and Dec, and Coronation Street, open to such advertising.
"Banning the adverts won't solve the obesity crisis on its own but we know advertising affects what people buy."
But an Advertising Association report released in October said the number of TV adverts for food, drink and fast-food restaurants watched by children aged between four and nine years old was already down by more than 25 per cent compared to 2006.
Ofcom will review the effectiveness of the new advertising restrictions in autumn 2008.
