Say 'ahhh'

Junk food ads have been appearing less on British television, thanks to an April 2007 ban on ads that mislead nutritional value, encourage excessive food/beverage consumption, or otherise promote an unhealthy lifestyle to kids 16 and under.

In July '07, the limitations were extended to magazines, the internet, newspapers, billboards and cinema by the Committe of Advertising Practices, the industry's self-regulatory body for non-broadcast media.

The new regulations are impacting the overall amount of junk food ads targeted to children as companies "clean up their act" and remove licensed characters and links to children's programs and eliminate tie-ups with films and free toys, writes The Guardian.

In fact, child-themed food advertising across all media fell 41% between 2003 and 2007, according to a report from the Department of Health.

But though TV junk food ads for kids have decreased 46%, child-targeted press ads have gone up 42% and those aimed at kids across radio, cinema, and the internet have risen 11% over the same period.

"[…] we must keep our eye on other types of media. I hope the industry will continue to play its part in reducing the exposure that children have to the promotion of food which is high in fat, salt or sugar," said UK public health minister, Dawn Primarolo.

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