For some time the Royal College of Paediatrics and Child Health has been calling for a ban on advertisements for junk food before the watershed or order to tackle rising levels of childhood obesity.
The Chairman of the British Medical Association’s science board, Professor Sheila Hollins, has also criticised the relentless depictions of unhealthy food during children’s programming pointing out “the unconscious way in which promotion can influence children and young people’s choices.”
Despite initial scepticism from the government there seems to be increasing support for the idea. The Health Secretary, Jeremy Hunt, recently told the Conservative Party Conference that he would welcome CBeebies telling his “sugar crazy three-year-old daughter” that “chips are bad”.
Earlier this week the Scottish Health Secretary, Shona Robison, added her support agreeing that there is a “very strong argument” for banning pre-9pm junk food averts.
That these concerns are being taken seriously is good news; it is also an admission that television and advertising have an effect on behaviour and attitudes – particularly those of children.
When he was Culture Secretary Jeremy Hunt declined to heed our concerns about the worrying change in the material being broadcast pre-watershed and Ofcom’s failure to regulate adequately. Indeed it was during his tenure as Culture Secretary that Ofcom’s decision not to find in breach material it described as “being at the very margin of acceptability” effectively re-defined family viewing.
Earlier this month Mr Hunt told his party’s conference that “we don’t like a nanny state except when it comes to children… children are allowed nannies and I think we’re able to be a little bit more draconian”.
It is time that the interests of our children were put before those of commercial providers – whether they be selling food or entertainment. Our children deserve better.