Ofcom dithers over curbs on junk food adverts

The television regulator Ofcom has infuriated health campaigners by failing to announce a ban on advertising junk food to children.

It is two years since the Culture Secretary, Tessa Jowell, asked Ofcom to develop "targeted" plans to curb the adverts, and campaigners were expecting to be told details of the action it intended to take. But instead of coming up with a concrete plan, Ofcom announced yesterday a new round of consultation on four proposals, all of which fell short of campaigners' calls for a ban on junk food adverts before the 9pm watershed, when children are no longer supposed to be watching television.

The 10-week consultation will further delay the start of a ban that Ofcom had been expected to announce last summer, at a time when doctors are warning of growing childhood obesity.

Ed Mayo, chief executive of the National Consumer Council, said: "None of these proposals goes anywhere near what's needed to redress the imbalance in TV advertising of unhealthy food to children - and so help tackle childhood obesity. Ofcom should have been bolder."

Ofcom proposed four methods of controlling junk food adverts, combined with a stricter code from the Committee on Advertising Practice that would ban celebrities and famous cartoon characters from appearing in food and drink commercials targeted at children under 10.

Adverts for Walkers crisps starring the former England footballer Gary Lineker could fall foul of the rules on celebrities. But Kellogg's promotions for sugary cereals such as Frosties featuring Tony the Tiger would escape the rule on cartoon heroes because they are the brands' own characters.

Ofcom's first proposal would ban junk food advertising and sponsorship from all shows specifically made for children, or those of "particular appeal" to children aged nine and under, such as The Simpsons, soaps and reality television shows. The second proposal would ban all food and drink commercials and sponsorship from those shows.

The third would limit the volume of food and drink adverts when children are most likely to be watching, at breakfast time and between 3pm and 8pm on weekdays and from 6am to 8pm at weekends.

The fourth proposal would be a combination of the above "which commands industry support". Any of the first three proposals would cut the amount of junk food commercials seen by children by half, according to Ofcom.

The watchdog said it was proving hard to find support among interest groups it had consulted, which included food manufacturers and advertisers. It explained: "In discussions with a broad range of organisations, it has become clear that there is currently no consensus on the most appropriate course of action beyond a general agreement that some form of action is appropriate and necessary."

Sue Davies, the chief policy adviser at Which?, formerly the Consumers' Association, said: "After a year of consideration, Ofcom has failed to seize the opportunity to tackle childhood obesity and related health problems. Ofcom has merely acted to pacify industry interests in the short term."

News
The Banksy image in Folkestone before it was vandalised
people
Life and Style
tech

Sales of the tablet are set to fall again, say analysts

Sport
football West Brom vs Man Utd match report: Blind grabs point, but away form a problem for Van Gaal
Arts and Entertainment
Gotham is coming to UK shores this autumn
tvGotham, episode 2, review
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
News
i100
Arts and Entertainment
Bloom Time: Mira Sorvino
tvMira Sorvino on leaving movie roles for 'The Intruders'
News
First woman: Valentina Tereshkova
peopleNASA guinea pig Kate Greene thinks it might fly
News
Brian Harvey turned up at Downing Street today demanding to speak to the Prime Minister
news

Met Police confirm there was a 'minor disturbance' and that no-one was arrested

Arts and Entertainment
George Lucas poses with a group of Star Wars-inspired Disney characters at Disney's Hollywood Studios in 2010
films

George Lucas criticises the major Hollywood film studios

Voices
Chris Grayling, Justice Secretary: 'There are pressures which we are facing but there is not a crisis'
voices

Does Chris Grayling realise what a vague concept he is dealing with?

Life and Style
A street vendor in Mexico City sells Dorilocos, which are topped with carrot, jimaca, cucumber, peanuts, pork rinds, spices and hot sauce
food + drink

Trend which requires crisps, a fork and a strong stomach is sweeping Mexico's streets

Life and Style
The charity Sands reports that 11 babies are stillborn everyday in the UK
lifeEleven babies are stillborn every day in the UK, yet no one speaks about this silent tragedy
News
Blackpool is expected to become one of the first places to introduce the Government’s controversial new Public Space Protection Orders (PSPOs)
news

Parties threaten resort's image as a family destination

Life and Style
Northern soul mecca the Wigan Casino
fashionGone are the punks, casuals, new romantics, ravers, skaters, crusties. Now all kids look the same
Life and Style
gaming

I Am Bread could actually be a challenging and nuanced title

News
Nigel Farage has backed DJ Mike Read's new Ukip song
i100
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Programmatic Business Development Manager

£35000 - £40000 per annum: Sauce Recruitment: As the Programmatic Business Dev...

Trainee Recruitment Consultant

£20000 - £25000 per annum + Uncapped Commission: SThree: Trainee Recruitment C...

European Retail Sales Manager, Consumer Products

competitive + bonus + benefits: Sauce Recruitment: My client is looking for an...

Sales Director, Media Sponsorship

£60000 - £65000 per annum: Sauce Recruitment: A globally successful media and ...

Day In a Page

Oscar Pistorius sentencing: The athlete's wealth and notoriety have provoked a long overdue debate on South African prisons

'They poured water on, then electrified me...'

If Oscar Pistorius is sent to jail, his experience will not be that of other inmates
James Wharton: The former Guard now fighting discrimination against gay soldiers

The former Guard now fighting discrimination against gay soldiers

Life after the Army has brought new battles for the LGBT activist James Wharton
Ebola in the US: Panic over the virus threatens to infect President Obama's midterms

Panic over Ebola threatens to infect the midterms

Just one person has died, yet November's elections may be affected by what Republicans call 'Obama's Katrina', says Rupert Cornwell
Premier League coaches join the RSC to swap the tricks of their trades

Darling, you were fabulous! But offside...

Premier League coaches are joining the RSC to learn acting skills, and in turn they will teach its actors to play football. Nick Clark finds out why
How to dress with authority: Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear

How to dress with authority

Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear
New book on Joy Division's Ian Curtis sheds new light on the life of the late singer

New book on Ian Curtis sheds fresh light on the life of the late singer

'Joy Division were making art... Ian was for real' says author Jon Savage
Sean Harris: A rare interview with British acting's secret weapon

Sean Harris: A rare interview with British acting's secret weapon

The Bafta-winner talks Hollywood, being branded a psycho, and how Barbra Streisand is his true inspiration
Tim Minchin, interview: The musician, comedian and world's favourite ginger is on scorching form

Tim Minchin interview

For a no-holds-barred comedian who is scathing about woolly thinking and oppressive religiosity, he is surprisingly gentle in person
Boris Johnson's boozing won't win the puritan vote

Boris's boozing won't win the puritan vote

Many of us Brits still disapprove of conspicuous consumption – it's the way we were raised, says DJ Taylor
Ash frontman Tim Wheeler reveals how he came to terms with his father's dementia

Tim Wheeler: Alzheimer's, memories and my dad

Wheeler's dad suffered from Alzheimer's for three years. When he died, there was only one way the Ash frontman knew how to respond: with a heartfelt solo album
Hugh Bonneville & Peter James: 'Peter loves his classic cars; I've always pootled along fine with a Mini Metro. I think I lack his panache'

How We Met: Hugh Bonneville & Peter James

'Peter loves his classic cars; I've always pootled along fine with a Mini Metro. I think I lack his panache'
Bill Granger recipes: Our chef's heavenly crab dishes don't need hours of preparation

Bill Granger's heavenly crab recipes

Scared off by the strain of shelling a crab? Let a fishmonger do the hard work so you can focus on getting the flavours right
Radamel Falcao: How faith and love drive the Colombian to glory

Radamel Falcao: How faith and love drive the Colombian to glory

After a remarkable conversion from reckless defender to prolific striker, Monaco's ace says he wants to make his loan deal at Old Trafford permanent
Terry Venables: Premier League managers must not be allowed to dictate who plays and who does not play for England

Terry Venables column

Premier League managers must not be allowed to dictate who plays and who does not play for England
The Inside Word: Brendan Rodgers looks to the future while Roy Hodgson is ghost of seasons past

Michael Calvin's Inside Word

Brendan Rodgers looks to the future while Roy Hodgson is ghost of seasons past