Calls To Extend Ban On Junk Food TV Advertising

A ban on the advertising of junk food and drinks on television should be extended past the current 6pm watershed to 9pm in an effort to curb childhood obesity, according to Cork TD Colm Burke.

Deputy Burke said regulations that further restrict the advertising of High Fat, Salt and Sugar (HFSS) products both on TV and online must be examined by the new media regulator, Coimisiún na Meán, in order to limit the exposure of harmful and unhealthy content to children.

Deputy Burke, Fine Gael’s Health spokesperson, said: “Overweight and obesity poses an increasing challenge in Ireland, with 60% of adults and over one in five children and young people living with overweight and obesity.

“The condition is associated with multiple complications including type 2 diabetes, cardiovascular disease, respiratory disease, several types of cancer and a poorer quality of life.

The lifetime costs of childhood obesity, including direct health care and societal costs, are reported to be €4.6 billion in Ireland.

“In an ever-increasing digital world, children are being exposed to the marketing and promotion of junk food and beverages, which is fuelling a wide-scale crisis that is threatening their health and wellbeing and that of future generations,” Burke said.

Current rules restrict the broadcast of HFSS foods and drinks on children’s programmes before 6pm.

The Advertising Standards Authority for Ireland (ASAI) also introduced in 2021 rules to their code that restrict marketing communications for HFSS foods if more than 50% of the target audience is under 15.

According to Deputy Burke, some stakeholders claim that “children are still being exposed to junk food ads during prime-time shows and past the 6pm watershed when they are likely to watch TV with their families.”

The Irish Heart Foundation cited research showing that young children in Ireland are still likely to see over 1,000 unhealthy food ads on television a year under current regulations and older children who watch more TV later in the day probably view substantially more.

 Deputy Burke said, “I have been informed that the Department of Health is currently engaging with Commission na Meán on this issue.

“I believe the Commission should therefore consider extending the broadcast ban to 9pm and also examine the digital media tactics employed by companies targeting children with their advertising through various social media channels.”