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Junk food ads facing TV ban

Adverts for junk foods will not be shown before the 9pm watershed in a Government bid to tackle the rising levels of obesity.

The proposal is contained in the Government's Public Health White Paper, to be published this week and also includes a new "traffic light" labelling system to identify unhealthy foods.

Health Secretary, John Reid, told the Independent on Sunday that he believed he would have public support for the move, which would ease concerns over the growing level of childhood obesity in Britain.

The Independent also said that as part of the proposed plan, manufacturers and advertisers will be urged to agree a voluntary code of regulation. Some large food and drink producers have already begun reducing the number of television advertisements shown, it said.

This White Paper had been expected to back a ban on advertising junk food during children's TV hours but Ofcom figures showing 70 per cent of children's television viewing takes place between 6pm and 9pm prompted a move toward wider restrictions.

The proposed ban would include products high in fat, salt or sugar. This would not only include burgers, crisps and soft drinks, but would also target certain breakfast cereals and even fish fingers.

The White Paper favours a "traffic light" labelling scheme for foods, according to The Observer. Unhealthy foods would receive a red label, while healthy choices such as fruits and vegetables would attract a green label. Nutritious but high-fat foods, such as cheese, would be given an amber label, the newspaper said.

The scheme would be voluntary but Sainsbury's has already announced it will be introducing a red, amber, green symbols scheme to its stores from January.

Rivals Tesco are looking into a traffic light system based on dietary targets from the World Health Organisation and the Committee on Medical Aspects of Food and Nutrition Policy.

The White Paper is also expected to recommend that more partnership working is encouraged between schools, charities and community groups to encourage children to think about health.

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