Charities call on Ofcom to close food ads ‘loophole’

Health charities, Sustain and The National Heart Forum, have attacked a "loophole" in Ofcom proposals on food advertising to children that they say will allow brands to continue advertising.

The two organisations say the loophole would mean that companies could advertise their brand names to children without having to feature the product.

They have written to MPs highlighting the issue, ahead of the Ofcom ruling on TV advertising to children following the publication of a consultation document earlier this month.

The charities say: "If there are no restrictions on brands, there is a risk that manufacturers might seek to use brand advertising and especially brand sponsorship to substitute for the loss of product advertising opportunities."

In common with a number of other health, consumer and children’s organisations, the charities are calling for a 9pm watershed for junk food ads on TV and have said that if Ofcom fails to recommend this, the Government should step in and do so.