Children in the UK are still exposed to TV adverts promoting “junk food”, according to consumer campaigners.
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Consumer group Which? claims over half of the 20 programmes most watched by children under the age of ten fall outside of regulations covering advertising to children.
Since April, ads promoting products high in fat, sugar and salt are banned from airing in and around prgrammes aimed at the under-10s.
From January, the regulation will stretch to include programmes that appeal to under-16s.
Nevertheless, Which? claimed only a ban on advertising such products before 9pm would protect children.
“The only way to shield children from TV ads for unhealthy foods is a 9pm watershed,” said Which? food campaigner Miranda Watson.
“There is no silver bullet in the fight against obesity but tougher restrictions on the way unhealthy foods are marketed to children will play an important role in helping parents to instill healthy eating habits in their children.”
However, industry body the Food and Drink Federation (FDF) said calls for such a ban were “completely premature”.
“There have already been significant changes to the way in which food and drink products are advertised,” said FDF director of communications Julian Hunt.
“The UK is now one of the most heavily regulated markets in Europe, and the new rules should be given time to take effect. Calls for bans on advertising around programmes popular with families are completely premature.”
