From the start of January 2008, a total ban will come into effect prohibiting the advertisement of all junk foods during programs aimed at or appealing to under-16s. This comes after a new study on 60 children aged between eleven and nine years old proved that over-eating could be directly linked to advertising. The children were shown a series of food and toy adverts followed by a cartoon. The rate of consumption was significantly higher following the food adverts than that after the toy adverts.
Advertising for products that are high in fat, sugar and salt is to be stopped by the end of this month during programs for under tens. These restrictions will be extended to under sixteens come the new year. They will apply to food and
drink marked as being high in sugar, fat or salt by the Food Standards
Agency.
However, not everybody feels that the new regulations are enough to encourage healthy eating. Consumer and publish experts 'Which?' are calling for yet tighter restrictions. Which? food campaigner Miranda Watson said: "There is clear evidence to show that tight restrictions are needed t protect children from unhealthy food advertisements on TV yet the restrictions in place will not cover the programs that most children are watching. Which? is calling on the government to step in and tighten the restrictions as a matter of urgency. "