Ban on junk food ads ineffective

The ban on junk food adverts targeted at children looks good on paper but is ineffective, according to consumer group Which?.
Which? claims that Ofcom´s restrictions on advertising to children is not preventing commercials for food high in fat, sugar and salt being aired during children´s favourite programmes.

The watchdog said that of the 20 most popular programmes for under-16s just four were subject to Ofcom´s restrictions.

Clare Corbett, spokesperson for Which?, said: "Once the Ofcom review is finished the government has a great opportunity to update the restrictions so they stop children from being exposed to ads for unhealthy foods."

The Advertising Association (AA) has condemned Which?´s "sensationalist report".

According to Peta Buscombe, chief executive of the AA, the Which? top 20 includes programmes and films not aimed at children and some which are aired after 22:00 BST.

The junk food advertising ban was brought into effect in November 2006.
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