Ofcom has released its first research into the effectiveness of the junk food TV advertising ban around children's programming, with data indicating a 20% reduction in food and drinks ads shown to under-16s.
The mostly positive data, which covers the first six months since Ofcom began the phased introduction of junk food ad restrictions, will buoy an embattled ad industry facing calls for more draconian measures.
Ofcom said that, overall, the advertising of all food and drinks products - not just those specifically high in fat, sugar and salt - to children has "declined in line with predicted forecasts".
A comparison of the period from April to September in 2005 and 2007 showed that the number of commercial impacts - the viewing of one ad, one time, by one person - among four- to 15-year-olds of food and drink ads has decreased by 20%.
http://www.guardian.co.uk/media/2007/dec/12/advertising.ofcom
Very interesting to see that Advertisiers are not now targeting children with Junk Food ads - although is it just that they have shifted the focus of their advertising to their 'Healthy Option' type Products therefore still keeping the brand names in the Public Eye..? I'll keep my eyes on them and see if it is true...could be an interesting point....
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