The advertising of foods with high fat, sugar and salt contents on children’s television has been widely debated.

Ofcom announced that there will be a total ban on adverts during children's programmes and on children's channels, as well as adult programmes watched by a large number of children.

I welcome moves to tackle the growing problem of obesity amongst children, but we must examine closely the impact of any advertising restrictions on Britain's children's television production industry. If channels such as ITV decide that because of banning adverts it is financially unviable to keep children's programming or only to use US shows, I am concerned that children will have to watch poor programming.

We should not believe that a junk food advertising ban will solve the problems we face. Policy in this area must be more than gesture politics. We need substantial inroads, a commitment to sports in schools, the promotion of healthy lifestyles in the classroom and in school canteens. Evidence suggests that a junk food advertisement ban would have a very limited impact on behaviour. There must be parental responsibility – without which any Government efforts will be thwarted.

 
May 2007