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UK Regulations Aim to Lessen Impact of Junk Food Ads

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At a glance:

U.K. regulators announced proposed changes to advertising regulations aimed at lessening the appeal of junk food to children.
 
It included banning the use of licensed characters but not characters belonging to the company itself; thus Ronald McDonald is okay but Shrek is not.
 
It would also stop suggestions that children ask their parents for products and ban all junk food ads in programs aimed at children under five.
 
Consumer groups say the proposals do not go far enough in the effort to combat childhood obesity.

Stop using stars to sell junk food to youngsters, say regulators

Scotsman - 3/28/2006 8:33 PM

But childhood obesity campaigners lined up to criticise the proposals, saying they did not go far enough and describing the plans as "pretty pathetic".
 
The measures would ban the use of licensed characters such as Nemo, Shrek and Bob the Builder in adverts aimed at under-tens - but would permit the use of advertisers' own characters such as McDonalds' Ronald McDonald or Kelloggs' Tony the Tiger.
 
One of the content controls would reduce "pester power" by stopping adverts which encourage children to ask their parents for food and
 
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