In February 2007, Ofcom published its final statement on the Television Advertising of Food and Drink to Children which launched a package of new rules aimed at reducing the impact of advertising of high fat, salt and sugar (HFSS) food and drink to children. On 12 December 2007, Ofcom briefed a group of consumer, health and industry representatives on the first six months of data on the impact of these phased restrictions.
Since 1 April 2007, HFSS advertisements have not been permitted in or around programmes on the main channels made for children, or in or around programmes that are likely to be of particular appeal to children aged 4-9. On 1 July 2007 a set of revised, tighter content rules relating to HFSS food and drink advertising came fully into effect. Further restrictions will come into effect in 2008 (see below).
When launching the rules, Ofcom committed to a full review during 2008 of how well the new advertising restrictions are working. In conducting the review, we will work with the Department of Health, which is collecting data about advertising across all media, and with the Food Standards Agency which will be reviewing the operation of the nutrient profile model used in the rules.
Interim data – emerging trends
Whilst it is still too early to come to any firm conclusions about the success or otherwise of the new rules, there are clear signs that the new rules are having the intended effect on reducing the amount of food and drink advertising that children are exposed to on television.
The interim data reflects the partial introduction of the restrictions to date:
• The amount of HFSS advertising that children see has declined in line with Ofcom’s predicted forecasts.
• Television share of total core category advertising spend has fallen from 68% to 64% since 2005.
• The greatest decline in impacts has been in relation to children aged 4-9 years (down 27% since 2005) and down 57% in children’s airtime.
• Core category 4-15 year olds impacts on television fell by 20% between April and September 2005 and the corresponding period in 2007. This was driven by a 59% decline in impacts delivered during children’s airtime, most of which (53%) has taken place between 2006 and 2007, since the rules were introduced.
• Core category advertising on terrestrial children’s programming has fallen to negligible levels, and is declining markedly on dedicated children’s channels. The decline on dedicated children’s channels has been greater than the reduction required under Ofcom’s phased rules.
• Impacts on dedicated children’s channels fell by 49% from 2005 to 2007.
• Within that overall reduction, there has been an increase in 4-15 core category impacts in “adult” non-terrestrial airtime (up 26% since 2005), leading to an overall 2% increase in impacts delivered across all adult airtime. This reflects increased viewing of non-terrestrial ‘adult’ targeted channels by children.
Restrictions yet to take effect
On 1 January 2008, the scheduling restrictions relating to programmes of particular appeal to children will be extended to cover the ages 4-15 years. Children’s channels have been allowed a graduated phase-in period, with full implementation of the restrictions required from 1 January 2009.
Explanatory notes
The data is taken from the Nielsen Media database. It is important to note that these interim results are based on all food and drink advertising of core category products, which means all food and drink advertising including total food, total soft drinks, total beverages (excluding alcoholic drinks) and chain restaurants. Therefore, the research does not distinguish between advertising of HFSS and non-HFSS products, nor does it distinguish between core category advertising for products of particular appeal to children and core category products which appeal to a general audience such as adult drinks, cheese or luxury chocolates.
Next steps
When launching these new rules in February, Ofcom committed to a full review during 2008 of how the new advertising restrictions are working and will publish further data when that review is completed.
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