HFSS advertising restrictions - final review

26 July 2010

This section describes the outcome of Ofcom's final review into the effectiveness of restrictions on advertising for products that are high in fat, salt or sugar (HFSS).

It compares the way in which the balance of television advertising of food and drink seen by children has changed, by looking at their exposure to advertisements for HFSS products in 2005 (before advertising restrictions were introduced) and in 2009 (after the restrictions had been fully implemented).

Full Report

HFSS advertising restrictions - Final Statement (PDF, 1.1 MB)

Sectors

See also...

  • Broadcast advertising

    Ofcom shares responsibility for broadcast advertising with the Advertising Standards Authority (ASA).

  • Changes in the nature and balance of television food advertising to children

    17 December 2008

    In April 2007, Ofcom began phasing in restrictions on the advertising of food and drink that is high in fat or salt or sugar (HFSS). Ofcom’s principal aim was ‘to reduce the exposure of children to HFSS advertising, as a means of reducing opportunities to persuade children to demand and consume HFSS products’ .

  • Children watching fewer TV adverts for less healthy foods, review finds

    17 December 2008

    Ofcom estimates that the amount of TV advertising for less healthy foods seen by children has dropped by a third since the introduction of the first phase of restrictions in 2005. This is the key finding in Ofcom's interim review of the effects of restrictions on the TV advertising of food and drink products that are high in fat, salt or sugar (HFSS) published today.

  • Update on impact of restrictions on food and drink advertising to children

    14 February 2008

    Ofcom carried out some initial analysis of the effectiveness of the first phase of restrictions and issued a summary of its findings in an Ofcom Update on 12 December 2007.

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