Ofcom 'satisfied' with current HFSS advertising restrictions
Media watchdog Ofcom has said that it is ‘satisfied’ with the current restrictions placed on television advertising of food and drink, exposed to children.
Publishing the outcome of its final review of the restrictions placed around high fat, salt or sugar (HFSS) products, which were put in place by Ofcom and advertising regulator partner the Advertising Standards Authority in 2006, and are some of the most stringent in the world.
As a result of the rules being implemented, children were exposed to less HFSS advertising, 37 percent less overall, while young children, through to be the most susceptible to advertising influences, was 52 percent.
Older children saw a 22 percent drop, reflected by the increase in more adult viewing patterns in their viewing patterns, when more HFSS adverts are broadcast.
A ‘sharp drop’ in HFSS advertising techniques which were considered attractive to children, including the use of cartoon characters to promote brands, was also recorded, although celebrity endorsements continued.
This also contributed to ‘a significant shift’ in the balance of food and drink advertising on TV towards non-HFSS food and drink products.
As a result of these findings, Ofcom has decided to maintain current regulations despite continued outcries from health organisations for further restrictions.
“We are therefore satisfied that the restrictions have served to reduce significantly the amount of HFSS advertising seen by children, and to reduce the influence of techniques in HFSS advertising that are considered likely to be particularly attractive to children,” the report outcome states.
These restrictions include a ban on advertising HFSS products in programmes targeted at 4-15 year-olds, a ban of adverts for HFSS products in programmes likely to particularly appeal to 4-15 year-olds, a ban on HFSS brands sponsoring children’s programmes, and a ban on the use of licensed characters and celebrities with particular appeal for children on health claims and promotional offers.