Ms Kedgley said the voluntaryguidelines favoured the advertising industry, not kids, andseemed to be principally designed to stave offregulation.
“The guidelines still allow ten minutes ofadvertising targeted at kids to be screened during everyhour of TV programming during peak children’s viewingtimes.
“If the industry group was serious aboutprotecting kids from advertising they would not allowadvertising at all during school age television programmingtimes.”
|
Ms Kedgley pointed out that research by theBroadcasting Standards Authority found that most childrenroutinely watch television outside of ‘children’sviewing’ hours, so the restrictions imposed would be oflittle value.
Ms Kedgley was also concerned that theguidelines allow those with a vested commercial interest tohave the final say regarding advertising of unhealthyfoods.
“The method used by ThinkTV to verify aparticular food or beverage aimed at children allows theindustry to ignore the expertise of healthprofessionals.
“TV advertisements influence children’sfood preferences and often encourage children to consumefoods high in sugar and fat,” said MsKedgley.
Click here to view rest of article from original site
|
|
|
|
|
