The National Heart Forum, an alliance of health and consumer groups, has criticised Ofcom’s proposals on food advertising as disproportionate and disappointing. Their news release reads:

The National Heart Forum (NHF) described proposals published by Ofcom today (28 March) as disappointing and disproportionate and it criticised the regulator for dismissing the option of a 9pm watershed for advertising which by Ofcom�s own calculations would be far more effective in reducing the advertising impacts on children, compared to the options presented for consultation.

Jane Landon, deputy chief executive of the NHF said: �Just turning down the volume of advertising for high fat, sugar and salt foods (HFSS) is not a proportionate response to the crisis in children�s eating habits and obesity rates and the relentless advertising of fast food, snacks, fizzy drinks and confectionery.

�Ofcom confirms that the greatest numbers of children are tuned into television between 6pm and 9pm and that advertising restrictions up to 9pm would remove 85% of the recorded HFSS advertising impacts on all children (aged 4 to 15 years). Yet Ofcom explicitly dismisses this option as disproportionate to broadcasters and has excluded it from the consultation process.�

There is widespread concern among parents, health professionals and advocates for child welfare and consumer interests that exposing children to advertising for energy-dense, nutrient-poor foods must be effectively addressed as part of a comprehensive strategy to tackle obesity. The NHF believes that controlling food promotions to children is a matter of child health protection, and TV advertising restrictions should only be judged effective if they protect children from junk food advertising and sponsorship in the programme�s they watch.

The National Heart Forum is an alliance of 50 national organisations working to reduce the risk of coronary heart disease, the UK’s biggest � yet largely preventable � cause of death and disease. For further details contact : Jane.Landon@heartforum.org.uk

The Ofcom consultation is at
http://www.ofcom.org.uk/consult/condocs/foodads/

Posted by Don Redding, Public Voice