NCB Now: Comment - Advertising of junk food to children must becurbed

The challenge concerns Ofcom's current consultation on reducing theimpact of TV food and drink advertising to children. The consultation,which closes on 30 June, focuses on limiting junk-food advertisingduring children's programmes, and excludes the wider option of a 9pmwatershed.

There are two clear objections to be made here. In the first place, weknow that most children do not just watch programmes that are aimed atunder-nines. They go on to watch so-called adult programming, like soapsand sport, often without supervision.

A 6pm watershed will not protect them from the lure of early eveningadvertising.

Nor is focusing on younger children helpful. The fact is that olderchildren and young people have more autonomy to watch what they like -and more spending power to choose and buy their own snacks. Howeversavvy they may appear to be about the media, they are still likely to beswayed by highly sophisticated advertising that includes their favouritecelebrities, and is specifically geared to make them feel "cool" if theybuy certain products.