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The hoo-ha over
Ofcom's investigation into TV advertising of food and drink
products aimed at children is missing a vital point: not only does
it represent a tiny fraction of TV broadcasters' total income, but
a declining one.
Despite their
protestations, a ban on foods and drink ads before 9pm would have
almost no effect on the long term decline in revenue from this
source. It could have a massive beneficial effect on the long term
health of the nation.
Ofcom's revised
figures on the impact of a ban on 'junk food' and fast food
restaurants suggest a total spend of GBP143
million is 'at risk'. This is 4.9% of broadcasters' total income
from ads. It is also less than half what they have already lost
because advertisers have switched to other media, notably the
internet, and other forms of promotion.
And if some
children's channels close, so what? They spend too much time in
front of the TV anyway. The ban might also get families to eat
together more often. Who know what that might do for food sales
and family values?
Until next time.
--
Ian Grant
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