British media regulator Ofcom stopped short of a total ban on junk food advertisement aimed at children. It's a move that has disappointed the British Heart Foundation and consumer groups, which called for a complete ban on all junk food advertising before 9pm.
"Under the plans, celebrities and characters from films or TV programs would not be allowed to take part in any food or drink commercial targeted at the under-10s. Adverts showing excessive consumption would also be discouraged. Ofcom research indicates TV adverts have a 'modest direct effect' on children's food choice."
Ofcom goes on to say, however, that exercise, family eating patterns and school policies play a greater role than advertising. Read more at BBC.co.uk.
Labels: advertising, influences, junk_food