Campaigners were expecting proposals on whether adverts targeted atchildren should be banned before the 9pm watershed. But despiteadmitting it would be the most effective way of reducing children'sexposure to advertising, Ofcom has ruled out the measure due to"disproportionate" costs to broadcasters.
Jane Landon, deputy chief executive of the National Heart Forum, said itwas highly unusual to scrap an option that had been put forward at suchan early stage, especially one deemed the most likely to benefitchildren's health.
"It's not consistent with good practice in consultations to rule outanything, particularly when it's the only option that's got positivefeedback from health and children's organisations," she said.
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