The UK media regulator Ofcom has put forth four
proposals for regulating and limiting the advertisements that can appear on children's programming. The group said
that the general public felt that some action was necessary in this situation, facing a rise in obesity, and their
proposals are designed to satisfy worried parents. Advertisements were found to have a "modest direct effect" on the food choices of children,
though Ofcom's research indicated that other factors - including family trends and school policies - had a larger
impact on their diets and waistlines. All four proposals deal with some combination of timing and content
restrictions. Some reports indicate that the prime viewing time for children is between 6 and 9 pm, and restrictions in
that period would clearly limit what adults are exposed to, as well.
The proposals will be discussed until June 6, at which point one may be put into effect.
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