Ofcom today publishes qualitative research on how adults, teenagers and children respond when asked to judge whether there should be restrictions on junk food advertising on TV. Strangely, Ofcom did not ask Opinion Leader Research to ask their focus groups directly whether they would support the idea of a pre-watershed ban on the advertising of foods that are high in fat, sugar, or salt (HFSS). Rather, they tested out Ofcom’s three proposed options.

And would you believe it — the adults weren’t happy with any of Ofcom’s options, but wanted an ‘Option 1 Plus’ formula that would, well, ban all HFSS advertising before 8 or 9pm.

To which the campaign coalition, the National Heart Forum, responded: “Call it what you like, - a ‘9pm watershed ban’ or ‘option one Plus’ - it amounts to much the same thing, and public support for this option is remarkably consistent. People want to see an end to advertising for foods high in fat sugar and salt during the times that most children and young people are watching television, especially during early evening peak times.”

We await keenly the outcome of Ofcom’s deliberations, some time soon…