UK : Junk food ads to be banned on childrens TV

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UK : Junk food ads to be banned on childrens TV

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November 17, 2006 at 11:50 am

#691288
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General Lighting

@general-lighting

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Today Ofcom (the British communications ministry) has announced that junk food ads are to be banned at the times when TV aimed at kids/young people is broadcast.

Many other countries in Europe already do this.

However, the companies making commercial childrens TV have claimed that it has eliminated much of their revenue stream.

In Britain our main commercial broadcaster (ITV) has actually closed down its childrens TV production because of this, claiming that it is no longer economically viable?

I also learned that one Danish commercial TV station (TV3?) actually transmits its childrens TV from London so it can escape these rules – but now I expect Ofcom will also be in charge of this station as it is technically “British”, so maybe these channels could also close?

I don’t have kids myself but I can understand the need to look after their health – however I did work in the TV industry and lots of jobs are being lost because of this; as well as many innovative TV programmes no longer being made.

Its also removed a career path for many people, as lots of todays presenters and reporters started out in childrens and young persons TV…

What does everyone think about this?
November 17, 2006 at 1:56 pm

#869486
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So not a good look

@so-not-a-good-look

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I would have thought that the free adverising space would be filled with more adverts for more kids magazines mire kids DVDs and more crappy plastic junk,thereby bringing the revenue back to the previous level.no?
November 17, 2006 at 2:04 pm

#869478
6

General Lighting

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nah, there isn’t the money.

kids have internet nowadays – wasn’t the case in the 80s or 90s..

the kids magazine market has dropped through the floor as pre-teens/youths are as you would expect all on bebo, myspace etc and don’t buy as many magazines anymore…. the internet is now their media.

For instance Smash Hits and various other teenagers’ mags have folded recently…

toys can be also advertised on websites as well and linked in with interactive games… particulalry high tech/robot type toys or branded cartoons… and making a website is way cheaper than making even a cartoon…

The childrens toy market is very competitive and seasonal, and only really “hooks” the under 12s….. round here by the time kids are 14 they want “adults” stuff like computers/MP3 players and are already living “adult” lifestyles such as going to raves etc….

All kids need to eat though, and most like sweets/crisps – so food was the biggest earner for commercial kids TV…
November 17, 2006 at 2:07 pm

#869487
1

So not a good look

@so-not-a-good-look

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Fair play!,i stand corrected 😉
November 17, 2006 at 2:20 pm

#869479
6

General Lighting

@general-lighting

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Apparently its a 15% revenue loss for the dedicated kids’ channels and will also affect pre-watershed mainstream shows as well that Ofcom thinks are “popular with under 16s”

Even before the rules were announced Pepsi/Burger King etc were cancelling advertising contracts.

Cadbury dropped its sponsorship of Coronation Street partly because of this.

Thats a lot of money gone out of the industry….

Not even sure if its gonna stop the kids eating rubbish…
November 17, 2006 at 2:21 pm

#869488
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So not a good look

@so-not-a-good-look

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General Lighting wrote:

Not even sure if its gonna stop the kids eating rubbish…

I doubt it somehow,Mars Bar or carrot stick? no contest really.
November 17, 2006 at 2:28 pm

#869480
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General Lighting

@general-lighting

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it also means future generations of ravers won’t have any surreal kids shows to watch on comedowns…
November 17, 2006 at 2:35 pm

#869489
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Angel

@angel

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The adult population also gets more and more unhealty,to stop the kids from eating junkfood you need to educate the adults too..

Junkfood is the easy way out..

But I think that a lot of parents work more and more..

And it can be hard to find the time to cook (for some)

And a lot of adults my age,actually dont know how to cook a decent meal.:you_crazy

(really hope I spelled that right)
November 17, 2006 at 2:40 pm

#869483
1

BioTech

@biotech

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Kids will always prefer junk food. Standard!

Granted the trendy adverts draw them in a little bit more but I don’t think parents will see much of a let up with regards to the nagging in supermarkets for pizzas, crisps, fizzy drinks and chocolate.

If that’s what it takes to keep childrens TV alive then I don’t see it is a problem.
November 17, 2006 at 2:46 pm

#869481
6

General Lighting

@general-lighting

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I think the problems with childhood obesity aren’t much to do with TV…

most of us here grew up in the late 70s or early 1980s

we all had access to TV when we wanted, by the mid 1980s many of us had TV in our own rooms and there were more junk food adverts then, yet we all grew up fairly healthy…

I think the Govt is just using Ofcom to flex its muscles whilst diverting attention from realities such as parents being frightened by dangerous roads and heavy traffic from letting their kids go to play outside…. (this costs more money to deal with)
November 17, 2006 at 2:50 pm

#869484
1

BioTech

@biotech

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General Lighting wrote:

I think the Govt is just using Ofcom to flex its muscles whilst diverting attention from realities such as parents being frightened by dangerous roads and heavy traffic from letting their kids go to play outside….

…and the multiple, dangerous paedophiles lurking on every street corner with the intention of harming your child.
November 17, 2006 at 3:01 pm

#869485
1

Raj

@raj

Member
BioTech wrote:

…and the multiple, dangerous paedophiles lurking on every street corner with the intention of harming your child.

and a hundred other such perceived dangers which keep the kids indoors…
November 17, 2006 at 3:03 pm

#869482
6

General Lighting

@general-lighting

Moderator
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TBH if you actually speak to a lot of kids and teenagers they tell you that they are more worried about bullying and violence from people their own age (or if they cycle, intimidation from drivers and the risk of bicycle theft) than this these non-existent hordes of nonces….

but this is a job for the council and police to deal with,not Ofcom!
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