ISBA slams government proposal to limit pre-school children’s ads

UK advertisers are to oppose a government proposal calling for a ban on food and drink advertising during pre-school children’s TV programmes and related scheduling.

The Incorporated Society of British Advertisers (ISBA) has condemned the plans, saying the existing rules on advertising to children for both broadcast and non-broadcast media are stringent enough.

The Ten-Minute Rule Bill is being proposed by Labour MP Debra Shipley, who last year laid down an Early Day Motion in the House of Commons calling for a complete ban on TV advertising to children under the age of five.

A spokesman for ISBA says: “It wouldn’t be in children’s interests to be cocooned from the commercial world in which we all live and in which advertising plays a crucial role. Also, the loss of advertising revenue could prove devastating to the quality of children’s TV.”

Although Ten-Minute Rule Bills do not become legislation, the proposal is expected to open yet another debate on food advertising to children. The new bill received its first reading on May 6.

A statement issued by Debra Shipley’s office says: “I strongly believe that toddlers should have TV time which is their own, and free from harmful advertising of high fat, high sugar and high salt content food and drink.”

Last year, the Government backed Media Smart, an initiative to help children to understand and interpret advertising.

Media Smart is represented by Procter & Gamble, and chocolate giants Mars and Cadbury Trebor Bassett.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here