A new ban on adverts for junk food during TV programmes aimed at children under 16 came into force earlier this week.
Ofcom's latest move is part of a staged crackdown on advertising during shows aimed at or appealing to children. In April 2007, ads were banned during programmes made to appeal to seven to nine year-olds, and by December dedicated children's channels had to phase them out altogether.
But, with commercial children's stations now predicting a drop in ad revenue of 15 per cent, nine per cent for child-oriented satellite channels and one per cent for terrestrial broadcasters, what could the potential cost be to the licensing industry?
Licensing on food products is already a difficult issue - and Ofcom is also planning to ban the use of characters and celebrities from advertising unhealthy food.
What will the implications of this be? Do licensors have a responsibility to choose 'healthy' products in their food promotions? Could this spell the end of fast food promotions altogether?
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