There is a problem with using a strategy known as "nutrient profiling," a strategy designed to help regulatory agencies determine what is - and what is not - junk food quickly and easily. It works by setting limits on the number of calories and the amount of fat, salt, sugar, etc. that any food product can have. Everything is held to the same standard based on a predetermined portion size. Advertisers, schools and government agencies using this see the food world in black and white and it makes it very easy to sort out the goof from the bad.

In theory, that is.

The problem is that it doesn't take into account what the food actually is. Last year in the US, Illinois introduced similar standards that left whole milk classified as "junk food." Now, in the UK, Ofcom's guidelines for food advertising classify cheese as junk food, as well as several other foods that wouldn't necessarily be perceived as junk food by the average consumer, because it is "high in fat, salt and[/or] sugar ." This means that cheese cannot be advertised on TV programs made for children or where a high proportion of the viewers are under 16.

The nutrient profiling system has led to complaints from food organizations, including the British Cheese Board, and calls for a change in structure. The BCB says that the portion size of cheese used was much too large and other groups say that it is unfair that natural, balanced foods are restricted while diet sodas and other low-cal processed foods are permitted.

All year long, there has been discussion about whether the TV advertising regulator, Ofcom, would institute a ban on junk food ads on programs that were targeted to kids. Recently, Ofcom said that they would be instituting guidelines for advertising, but that they would not restrict the commercials shown during prime time, a statement which prompted some to believe that the restrictions might not be too severe. Ofcom, however, has just published its guidelines and they call for a "total ban on junk food advertising around all children's programming, on all children's channels" and on any show that would specifically appeal, for any reason, to under 16-year-olds. Due to their decision to include kids up to the age of 16, some awards shows and music channels will be affected.

Ofcom has given marketing companies until March 2007 to comply with the new regulations and to change their ad campaigns, but TV channels that are kids-only networks have until the end of 2008 to comply, so as not to cause such a significant loss of revenue.

Recognizing that television is not the sole media source that children are exposed to, British ministers are wondering whether a proposal that bans junk food ads on television will be effective. As a result, they are now considering whether to add restrictions to the ad content of websites, computer games, cinemas and packaging, as well as corporate school sponsorships. Such measures "could be voluntary or compulsory depending on the response of the food industry." Strict measures like these are being supported by the Labour Party and various parent groups.

The Food Standards Agency, backing the ban, has devised a "nutrient profiling system" to identify "junk foods" according to their nutritional information. It could be used to determine whether or not a food product could be advertised if a ban becomes legislation.

Ofcom, a television regular, thinks that measures like this seem too strict. A pre-9pm television ban alone would cost networks and advertisers at least £141 million, but there is not telling what the cost of essentially prohibiting "junk food" ads would be.

The UK's consumer watch group Which? has printed a report that states that almost four out of five British parents think adverts for unhealthy foods shouldn't be shown when children are most likely to be watching television.

But the TV advertising regulator Ofcom has said that it will not be banning junk food advertisements at kids prime-time viewing hours. They will however be implementing rules to ban junk food ads during children's programs or at least those which particularly appeal to children aged nine or below. But this is not sufficient according to Which? who think many children watch television in the evening and don't just view programs that are specifically targeted towards their age group. Their study revealed night-time television viewing for children included soap operas such as Coronation Street and Emmerdale.

Which? have set up a petition to lobby OfCom.

 

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.