Junk food advert rules 'failing'

None of the programmes with the five highest child audiences, and just four of the top 20 most popular children's shows, are covered by restrictions imposed by regulator Ofcom in January, according to Which?.

Ads for foods that are high in fat, salt and sugar are still being shown during the programmes most watched by children, the watchdog said. Since January, ads for foods deemed "less healthy" by the Food Standards Agency's nutrient profiling model have not been allowed to be screened in or around programmes deemed "of particular appeal" to under-16s.

The rule means programmes such as The Simpsons and SpongeBob SquarePants are covered, while shows like Beat the Star, Animals Do The Funniest Things and Emmerdale are not, even though they are watched by thousands more children, Which? said.

The watchdog said a two-week analysis found ads for products including Coca-Cola, Oreos and Kellogg's Coco Pops were broadcast during programmes popular with children but not covered by the restrictions. ITV's Beat the Star attracted more than half a million child viewers during the monitoring period, but contained ads for Coca-Cola, Dairylea Dunkers Nachos and Sprite.

The Government has asked Ofcom to review how well the restrictions are working, saying it will decide if they need to be strengthened based on the findings. Ofcom is expected to release the results of its review in December.

Which? food campaigner Clare Corbett said: "The ad restrictions may look good on paper but the reality is that the programmes most popular with children are slipping through the net."

The Advertising Association said Which? appeared to want to unfairly restrict companies' ability to deliver commercial messages.

Baroness Peta Buscombe, the association's chief executive, said: "Their list includes programmes clearly not aimed at children and films screened after 10pm. There clearly has to be an element of parental responsibility on which programmes they allow their children to view."

A Department for Culture, Media and Sport spokesman said: "Although children still see some HFSS advertisements, the current Ofcom regulations mean that the viewing of these adverts by children is reduced by an estimated 50%, an impressive amount."