Junk food ads banned

Updated 10.57 Sun Apr 01 2007

Keywords: Adverts, Junk food, Ofcom

A new ban on adverts for junk food during young children's TV shows has started.

Advertisements for products high in fat, salt or sugar cannot be shown in and around shows aimed at four to nine-year-olds.

"By reducing the exposure of children to advertising for products that are high in fat, salt and sugar, the advertising restrictions will contribute to wider efforts to promote healthier diets amongst children"

The new scheduling rules were developed by Ofcom in response to rising levels of childhood obesity.

Health campaign groups claim the regulator's package of measures do not go far enough. But advertisers and TV channels fear they are too harsh.

From January 1 2008 the scheduling restrictions will be extended to TV shows aimed at children from the ages of four to 15 years - or shows of particular appeal to that age group.

An Ofcom spokeswoman said: "The new rules are one of a wide range of measures aimed at tackling child obesity.