Media regulator Ofcom commissioned Opinion Leader Research to investigate views on television advertising of food and drink high in fat, salt and sugar to children, which consisted of six workshops with adults, teenagers, children aged 12-15, and children aged eight to 11.
Results show that there is clear support for a ban on junk food advertising to pre-school children because people recognise that they are the most vulnerable audience.
The research follows a public consultation, in which Ofcom has developed three potential packages for regulating food and drink advertising to children, including restrictions on foods high in fat, salt and sugar, timing restrictions on all food and drink products and volume-based restrictions on all food and drink products.
A fourth option has also been offered, submitted by industry trade bodies such as the Advertising Association, which proposes a ban on food and drink advertising on terrestrial channels at times when children are likely to be watching television. It also calls for a restriction on junk food advertising on children's satellite, digital and cable channels.
In addition, the Ofcom survey shows that the vast majority of participants wish to see further regulation on the marketing of foods high in fat to children. However, few condone a complete ban because they believe it is too heavy-handed.
The Advertising Association has welcomed the research as a "thorough and methodical piece of work".
Sue Eustace, the AA's director of public affairs, said: "The research clearly indicates that a pre-9pm watershed ban on television advertisements for food and soft drink high in fat, sugar or salt is considered disproportionate, and that a more moderate approach is warranted.
"The research also demonstrates the concerns of parents that celebrities, cartoon characters and promotional offers should not feature in food and soft drink advertisements targeted at young children at any time."
Participants in the survey spontaneously called for content regulation, but they believe most of the BCAP content rules are open to interpretation and that advertisers will find ways around them. There is also strong support for all food and drink ads to carry nutritional messaging.
The watchdog plans to make its final recommendation later this month.
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