Junk food ad ban 'inadequate'

The ban against junk food ads shown during programmes watched by under-15s will not go far enough, a consumer group has warned.

The new rules state that adverts for food and drink high in fat, salt or sugar cannot contain anything which would appeal to or mislead under-15s.

But consumer group Which? said the controls would not be as effective because many shows with lots of child viewers had slipped through the net.

These include Coronation Street, Emmerdale, The Bill, This is Your Life, Heartbeat and Trinny and Susannah Undress.

Which? chief policy adviser Sue Davies said: "The new controls will clearly fail children as none of the programmes with the highest viewing figures for four to 15 year olds are covered.

"This leaves food companies free to broadcast adverts for foods high in fat, salt and sugar at the times when they know the most children will be watching."

The group is calling for a post-9pm ban on ads for junk food.

An Ofcom spokeswoman said: "Given that between 6pm and 9pm there are nine adults watching the commercial public service channels for every child under 16, a 9pm watershed ban would clearly have an effect on many more adults than children."

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