In an attempt to discourage young kids to consume more unhealthy food such as junk food and foods that have high saturated fats and sugar in them, the Committee of Advertising Practice (CAP) are looking into banning companies using stars and cartoon characters on their advertisements. This means that young teens and kids may not be able to see their favorite pop stars on consumer brands.
This is an attempt of the CAP to tackle the obesity problem prevalent in today's kids. New studies have suggested that one in three kids leaving primary school nowadays is overweight or obese.
'It also reflects a growing consensus, shared by public health and industry bodies, about the role of advertising self-regulation in helping to bring about a change in the nature and balance of food advertising targeted at children," the CAP said in a statement.
The restriction could apply to numerous promotions used on websites, posters, and magazines and in cinema. Already there have been restrictions applied to advertisement involving celebrities and cartoon characters aimed at 12 year olds. Campaigners want the age restriction to cover adverts that aims young teens of up to 16 year old as well.
This could mean that the famous band, One Direction, could be blocked from advertising the soda, Coca Cola. As well as football pundit, Gary Lineker to promote Walkers Chips.
CAP reported that almost 26,000 children aged five to nine are admitted to hospital per year due to tooth decay and multiple extractions under anesthetics. Diseases such as diabetes are highly likely to be suffered by obese children and many other disconcerting diseases caused by unhealthy weight.
The restriction was long overdue, Mike Hobday, Director of Policy at the British Heart Foundation, said. While Ian Twinn, of the advertising industry body ISBA said that advertising is not the main cause of the obesity problem but it does have a great influence, especially with celebrities that have following from young kids.
