CYP Now - Editorial: Just banning junk food ads won't halt obesity

When the Government asked the broadcasting regulator Ofcom earlier this year to investigate ways to limit the advertising of unhealthy food and drink to children, the news was generally welcomed by child health professionals and campaigners. This was to be a big test of how serious the Government was about the issue of obesity.

But then it emerged that the Ofcom consultation would deliberately ruleout the measure most likely to be effective - a ban on the advertisingof unhealthy foods before the 9pm watershed. The reason? Its"disproportionate" cost to broadcasters. This thinking was naturallygreeted with outrage by the sector.

The children's commissioner for England, Al Aynsley-Green, wants such aban included as one of the proposals in the consultation. The FoodStandards Agency thinks Ofcom's proposals are "half-hearted". Analliance of 50 organisations, led by the National Heart Forum, hasapplied for a judicial review of the decision.

Labour MPs are also pressing ministers to be braver than thebroadcasting regulator. Ministers are now thought to be consideringextending any reining in of TV advertising to include other media likethe web, computer games and text messaging.

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