News [11/17/2006 ]         Ofcom today published details of significant restrictions intended to limit children’s exposure to television advertising of so-called HFSS products (food and drink products high in fat, salt and sugar). Key outcomes are: - It will use the nutrient profiling model. - Product-generated characters will not be banned, but the use of celebrities and licensed characters will not be allowed. - Promotional claims (such as free gifts) and health or nutrition claims will not be allowed. - It has chosen to reduce significantly exposure of children under 16 - not 9 years as had been previously suggested - to advertising of foods high in fat, sugar and salt. Restrictions will include a total ban on HFSS food/drink advertisements in and around all programmes of particular appeal to children under the age of 16 years, broadcast at any time of day or night on any channel. This will include a total ban in and around all children's programming and on dedicated children's as well as in youth-oriented and adult programmes which attract a significantly higher than average proportion of viewers under the age of 16. As a result of the change in age targeting from 9 years to 16 years, Ofcom will hold another short and focused consultation to see views on extending restrictions to protect these older children.  This will close before Christmas with the final determination in January 2007, after which point all new campaign commissions will have to conform to the new guidelines. A grace period until June 2006 exists for those campaigns already in development. The Statement – including a consultation on the extension of rules to include children under 16 – can be found here. The consultation will close on 15 December 2006.  Source: Ofcom For more information please contact w.gilroy@wfanet.org