TV hit by child obesity drive
By Rupert Steiner
26 March 2006
BROADCASTERS are set to suffer a further hit to advertising revenues when the British media regulator Ofcom recommends restrictions to commercials promoting unhealthy food to children this week.
The impact of its consultation report on food advertising could wipe out up to ÂŁ300m (E434m, $522m) a year that food manÂ*ufacturers spend on broadcasting?adverts in Britain.
While the recommendations may or may not be adopted by the Government in legislation in 2007, broadcasters will feel the impact immediately as manufacturers plan their media campaigns months in advance.
Advertising revenue for children’s programming will be severely reduced, which lobby groups say could lead to the reduction of choice and quality in children’s television.
The restrictions are intended to help tackle the problem of obesity in children and will be in line with the Food Standard Agency guidelines. The European Union (EU) estimates one-fifth of 12 to 16-year-olds in Britain are obese.
In July 2004 Ofcom’s report on childhood obesity and food advertising came out against a total ban on food advertising to children. At the time Ofcom said encouraging exercise would better combat obesity.
In the first half of 2005 investment on food advertising leapt 23% to £378m like for like, with TV’s slice of the pie growing 23% to £265m.
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