Tv Ad Rules 'Fail Children'

by | 12 November 2007

Calls have been made to toughen up restrictions on which adverts can be shown during and around television programmes.

New rules introduced earlier this year banned adverts for foods high in fat, salt or sugar (HFSS) from being shown in and around programmes aimed at or which appeal to children aged under ten.

Consumer watchdog Which? says problems exist with this ban as it is based on the proportion of children watching a programme rather than the actual number.

This means that although adverts promoting unhealthy foods are not allowed during programmes such as The Simpsons they are allowed during other shows including X Factor.

Which? says that The Simpsons has a child audience of 163,200 while X Factor is viewed by 442,300 children.

The watchdog analysed television viewing figures for ITV1, Channel 4 and Five for two weeks during September to see which programmes children were watching in the largest numbers.

It claims that adverts during programmes with the most child viewers promoted products such as Mars Planets, Smarties and Kinder Bueno.

Current advertising rules will be extended to programmes with a high proportion of viewers under the age of 16 in January but Which? says if those rules applied today then just two of the top 20 programmes would be covered.

The group claims that its latest study provides more evidence of the need for a 21:00 GMT watershed for unhealthy food adverts.

Which? food campaigner Miranda Watson said: "This research shows that unhealthy foods are being advertised during the programmes with the highest number of child viewers, such as X Factor. The only way to shield children from TV ads for unhealthy foods is a 9pm watershed.

"There is no silver bullet in the fight against obesity but tougher restrictions on the way unhealthy foods are marketed to children will play an important role in helping parents to instill healthy eating habits in their children."



12/11/2007 14:41:22


Contactmusic

Tags: The Simpsons - Channel 4

Advertisement

More The Simpsons

‘The Simpsons’ Take Over Hollywood Bowl To Celebrate 25th Anniversary

‘The Simpsons’ came alive at the Hollywood Bowl on Friday night (September 12th), as the series celebrated its 25th anniversary with live music, cast performances...

Let's All Watch 'The Simpsons' For 12 Days and 12 Nights

Mecca for Simpsons fans has arrived, no pilgrimage necessary. The utopian moments that is a 25-season marathon kicks off at 10 a.m. ET with the...

Richard Branson Has Recorded A Simpsons Cameo

They say you haven’t ‘made it’ – i.e., reached the peak of your career- until you’ve had your Simpsons cameo. And even though Richard Branson...

The Simpsons - See The Town of Springfield In Lego Form [Pictures]

Matt de Lanoy has taken his love for The Simpsons and Lego and combined them in the form of a lovingly recreated Springfield.“Oddly enough, I...

Advertisement

Conan O'Brien Will Sing The MonoRail Song Live At The Hollywood Bowl

Conan O’Brien will be performing “The Monorail Song”, from the classic Simpsons episode “Marge Vs. the Monorail” as part of a three-day finale spectacular at...

Poll: What Do We Think of The Simpsons/Family Guy Teaser Trailer?

Homer and Peter Griffin, Bart and Stewie, Marge and Lois, Lisa and Meg, Santa’s Little Helper and Brian; Simpsons and Family Guy fans alike have...

RIP Krusty the Clown? His 10 Best Moments

Krusty the Clown may have chucked his last chuckle and played his last Itchy and Scratchy because, if the rumours are right, he isThe Simpsons’...

Jane Fonda And Willem Dafoe Amongst The New Faces (Voices) For Simpsons Season 26

As The Simpsons enters a remarkable 26th season, Jane Fonda and Willem Dafoe are set to lend their voices to two characters in storylines pivotal...

Advertisement

Comments

The Simpsons Newsletter

Subscribe to this news alert service to receive news and reviews on The Simpsons

Unsubscribe | Unsubscribe All