The Committee of Advertising Practice (CAP) has announced new rules banning legendary junk food mascots such as Tony the Tiger, the Coco Pops monkey and Ronald McDonald from all forms of advertising, in a fresh bid to make kids less round. However, junk food packaging will remain a safe space for the characters.
It’s an extension of the ban preventing companies from advertising naughty treats to children in ad breaks during children’s TV shows, and will also see junk food ads banished from social media, magazines any media where kids make up at least a quarter of the audience. The new rules will come into force on July 1 next year.
A points system cooked up by the Department of Health -- fibre = good, sat fat = bad etc. -- will be used to determine which products are unhealthy enough to penalise.
“It is encouraging to see CAP supporting further restrictions on advertising of high sugar, salt and fat products to young people,” said Dr Alison Tedstone, the chief nutritionist at Public Health England. “The real test will be on whether it has any impact. We’re especially interested in how this will reduce young people’s exposure to advertising of these products across all non-broadcast media, including online."
Before they vanish from everywhere but the shops, let us know which junk food icon you’ll miss the most. For me, it has to be Tony the Tiger, almost entirely because his wise old face was plastered on all of my childhood swimming certificates and badges. [Telegraph]