Food firms serve fewer unhealthy ads for kids

NZ Herald May 16, 2008

Food manufacturers have sharply reduced their television advertising of unhealthy foods during the “children’s” viewing times, in anticipation of a new voluntary code coming into effect in July. The Television Broadcasters Council yesterday released further details of the anti-obesity code that aims to restrict ads for unhealthy foods and drinks for up to three hours and five minutes a day during what TV stations call the school-age children’s programming times. These time slots – on TV2, TV3 and Maori Television – are narrower than the periods during which many children actually watch TV.

…Obesity Action Coalition director Leigh Sturgiss said it would do only half the job because so many children watched TV outside the hours in which the restrictions would apply. “Over 30 per cent of children are still watching TV at 8.30 at night … Kids’ favourite TV shows are The Simpsons, Spongebob Squarepants, Shortland Street and Home and Away. Only Spongebob Squarepants is shown during the recognised children’s viewing time.”
Family First Comment: You know we have problems when we’re more concerned about children and young people watching an ad for a hamburger than watching Shortland Street!