Food marketers in the U.K. are being pressured by Britain's prime minister to be careful how they advertise to children or risk a ban on all ads targeting kids. Tony Blair said this week that if
voluntary regulations fail, the government will take steps to force the industry to eliminate junk food ads to children next year. Blair made his remarks in a speech in which he urged Britons to
tackle problems of obesity, smoking, and alcohol abuse. "It is worth pausing for a moment to consider the consequences that inaction will bring. The economic burden of chronic disease ... could be
vast," Blair said. U.K. advertising and food industry executives have proposed a package that would eliminate cartoon characters and pop-band trademarks directly targeting children under 11. It would
also limit advertising to 30 seconds per hour on children's television channels. However, TV channels have voiced concerns about a potentially huge reduction in ad revenue. "Particularly where
children are concerned, I have come to the conclusion we need to be tougher, more active in setting standards and enforcing them," Blair said.
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