TV food ads for children 'no healthier' following new rules
Children are being exposed to just as many TV adverts for junk food as they were before the introduction of restrictions a few years ago, experts claim.The regulations, which were introduced in 2007 and fully implemented by July 2009, were designed to restrict TV advertisements for junk foods which were high in fat, salt and sugar during children's programmes.
However, scientists at Newcastle University say they are failing to help children maintain a healthy diet.
The researchers looked at the nutritional content of TV ads, both before and after the introduction of the regulations.
Publishing their findings in the journal PLoS One, they revealed that even after the restrictions were put in place, 14.6 per cent of adverts were for food, and half of these were for less healthy products.
The researchers also noted that although most adverts shown during children's programmes adhered to the rules, youngsters were actually seeing just as many ads for unhealthy foods as they were before the restrictions were brought it, because they do not just watch kids' programmes.
Dr Jean Adams, a public health lecturer at Newcastle University, said: "While adverts stay within the letter of the law, I think we can say we're still not getting the spirit of the law.
"We know advertising works - otherwise food companies wouldn't use it - so we have a duty to further tighten up the restrictions, particularly if we're going to help our young people grow up to make good choices about the food they eat."
Judy Hargadon, chief executive of the School Food Trust, said that broadcasters and food and drink manufacturers do not appear to be interpreting the regulations in the spirit in which they are intended.
'If this country really wants to tackle the health problems and huge costs of unhealthy eating, we need to go much further and look much more carefully at the idea of a watershed for advertising of products high in fat, sugar and salt," she remarked.
