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Sat
13 Nov 2004
Scotsman.com
Britain:
Junk Food Advertising Banished During Children's Television
By
James Lyons
Junk
food adverts will be banished beyond the 9pm watershed an attempt to fight
Britain’s obesity crisis, it emerged tonight.
A
ban during children’s TV had been widely expected when the Government produces
its health White Paper next week.
But
Health Secretary Dr John Reid is set to go further after Ofcom figures showed
70% of viewing by children aged four to 15 takes place between 6pm and 9pm.
Dr
Reid will threaten food manufacturers and advertisers with legislation if they
fail to agree a voluntary code.
A
new food labelling system, possibly using “traffic light” warnings, will
also be proposed.
Products
high in fat, salt or sugar are the subject of the TV crackdown.
That
would affect far more than the burgers, chocolate, crisps and sugary drinks
commonly seen as the culprits.
Salty
soup, breakfast cereal and even fish fingers could be caught up in the ban.
“We
believe there’s a strong evidence-based cased for action to restrict the
advertising and promotion to children of food and drink that are high in fat,
salt and sugar,” a government source told one paper.
“To
have maximum effect, broadcasting limits need to be complemented by restrictions
on advertising at the point of sale, on labels and packaging.”
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