Advert ban on junk foods
Major restrictions on advertising junk food to children on TV are to be imposed.
Regulator Ofcom said the "case had been made" against targeting children and it was just a matter of how severe the new rules will be.
Commercials during day-time programmes watched by preschool and primary school pupils could be banned, as would promotions aimed at children under 10.
Nutritional claims must not misleadand excessive consumption must not be encouraged.
An Ofcom spokesman said its board was due to meet on Tuesday, with a decision expected soon after. "Our board will significantly reduce food and drink advertising to children on TV," he said. "That is a given."
It follows research which found that the adverts have a "modest direct effect" and "larger indirect effect" on the eating habits of children. The move will be a boost to the Government's anti-obesity policy but there was a warning today that it could hit companies lined up to sponsor t he London Olympics.
The clampdown could prohibit specific products from TV before an evening watershed yet to be set. Other options include a total ban on food and drink or a limit to the volume of adverts for these items that can be shown during the day. It is expected that, under the new rules, ads must avoid anything likely to encourage poor nutritional habits or an unhealthy lifestyle in children, and do nothing to encourage children to buy - or encourage others to buy - the foods.
A report in The Grocer magazine tomorrow warns the restrictions could have a " serious impact" on multi-million pound contracts signed by companies such as McDonald's and Coca-Cola to advertise at the London Games.
These firms are among the toptier sponsors signed up by the International Olympic Committee for a number of Games, and are expected to provide £ 530million to help stage the 2012 event.
Christopher Graham, director general of the Advertising Standards Authority, said: "We are demonising companies' advertising then picking their pockets for the Olympics."
Andrew Brown, chairman of the Committee of Advertising Practice, said the situation would be worse if Ofcom imposed a ban up to 9pm.
John Whittingdale, Tory chairman of the Commons culture select committee, said he planned to quiz Culture Secretary Tessa Jowell on the restrictions. He said: "We at least need to be aware of the implications of restricting advertising."
