Advertisers to consult on unhealthy food ad ban for children

A public consultation on whether adverts for fast food and soft drinks should be restricted so they are not aimed at children has been launched by the committee responsible for writing advertisers’ codes of conduct.

The Committee of Advertising Practice (CAP) says it aims to make one of its rules a restriction on advertising for food and soft drink products high in fat, salt or sugar so they cannot be aimed at children under 16.

The rules will apply to non-broadcast media like online or print adverts.

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“Available evidence shows that advertising has a modest effect on children’s food preferences, but other factors like parental influence, opportunities for physical exercise, education etc play greater roles in the causes of and solutions to childhood obesity.

“However, we believe even a relatively small positive impact from new advertising restrictions could make a meaningful contribution to tackling this important health issue,” the consultation says.

CAP chairman James Best said too many children were overweight or obese.

“Advertising is just one small factor in a very complex equation but we believe we can play a positive part in addressing an urgent societal challenge. In proposing new rules, our aim is to strike the right balance between protecting children and enabling businesses to continue advertising their products responsibly,” he said.

The move follows a £532m levy on sugar-sweetened soft drink announced by Chancellor George Osborne in his budget in March.

The consultation runs until July 22.