BURGER OFF; Junk food adverts facing ban from children's TV.

Byline: By RUKI SAYID, Consumer Editor

JUNK food firms may be banned from screening adverts during kids' favourite telly shows under a radical plan unveiled yesterday.

The controversial proposal would outlaw adverts for unhealthy snacks and fizzy drinks on children's TV and during soaps and reality shows popular with the under-10s.

And companies could also be forbidden to use stars such as Gary Lineker and Britney Spears or even cartoon favourites like Scooby Doo to front TV campaigns that target kids.

Media watchdog Ofcom yesterday announced its masterplan designed to help combat a rising epidemic of obesity among children.

Its most radical proposal slaps a total junk food ad ban from 6am to 9am and 3pm to 8pm during school days. On weekends the daily embargo would extend for 14 hours from 6am to 8pm.

It would mean no commercials for food giants such as McDonald's, KFC, Pepsi, Coca Cola and Walker's crisps during that time.

Out would go Gary Lineker and Charlotte Church's ads for Walker's crisps, David Beckham, Beyonce and Britney's promotions for Pepsi, Golden Nuggets cereal ads featuring The Incredibles and Alan Shearer playing the frontman for McDonald's.

The Ofcom report gives three main options. The first bans unhealthy food ads from all TV shows specifically made for kids - and from mainstream programmes that have "particular appeal" to children.

The second outlaws all food and drink commercials - not just those for junk food - from the same set of shows.

The third would limit the number of food and drink adverts broadcast when children are most likely to be watching.

Ofcom predicted any of the options would slash the number of junk food ads seen by children under 15 by a half.

The watchdog said it particularly wanted to ban ads from shows watched by the under-fives because they were too young to tell the difference between programmes and commercials. It also aimed to relieve "pester power" pressure on parents by stopping ads for foods that included free toys.

Another area of concern was campaigns that gave a misleading impression of a product's health benefits.

The Ofcom proposals, drawn up after the Department of Health asked it to study the problem, would have a huge impact on commercial TV. One estimate says it will cost broadcasters at least pounds 90million a year in lost revenue.

But health campaigners blasted Ofcom for not going far enough - insisting it should push for a total ban on junk food ads before the 9pm watershed.

Ed Mayo of the National Consumer Council said: "Ofcom should be bolder. The UK's obesity problem demands tough controls targeted at unhealthy foods high in fat, sugar and salt. Ofcom needs to put children's health first."

Consumer group Which? said Ofcom had clearly been scared of upsetting the powerful and wealthy food industry. Spokeswoman Sue Davies added: "In failing to tackle irresponsible TV advertising Ofcom has put recent measures to improve children's nutrition under threat.

"There is little point in highlighting healthy eating messages in schools if kids are bombarded with confusing TV messages when they get home."

The National Heart Forum's Jane Landon said: "Just turning down the volume of advertising for high fat, sugar and salt foods is not a proportionate response to the crisis."

Ofcom will now consult the food industry, health experts and others over its three options. The results will be released in the autumn and new regulations are expected in early 2007.

The Food Advertising Unit - a coalition of multinational food companies - last night insisted advertising was only one aspect of the problem.

A spokesman said: "While the issue of obesity is one that concerns us all, we must remember that advertising is just one part of a much wider issue.

"The Government needs to take action in encouraging greater physical activity and introducing a sustained campaign which inspires people to adopt healthier lifestyles."

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CAPTION(S):

JUNK ON THE TELLY: Adverts for products like Coca Cola, fronted by Penelope Cruz, Cheese Strings and KFC may be banned by watchdogs' WILL THEY GET THE BOOT: Gary Lineker's crisp ads, Ronald McDonald's kickabouts and David Beckham's Pepsi campaign are under threat' TARGETED: McDonald's meals