On 11 May, the Federal Communications Commission (FCC) responded in writing to a letter from Congressman Ed Markey, calling for restrictions on food advertising during television programmes with a large audience of children. In its two letters of response, the FCC supports the consideration of restrictions, in particular on cable channels, states that it will await the outcome of the Congress Task Force including its examination of the Ofcom rules, and possibly introduce rules in the absence of sufficient industry guidelines.
In his original correspondence, Mr Markey, Chairman of the House Subcommittee on Telecommunications and the Internet, said that the FCC should act unless there is a “dramatic and swift elimination” of food advertising and prohibit broadcasters from airing food advertising in the three hours per week of ‘core’ educational programming.
The main points from response letter of FCC Chairman Kevin Martin and Commissioner Deborah Taylor Tate:
- “We agree that that efforts taken by other countries to combat the problems of childhood obesity and poor nutrition certainly are worthy of our consideration. As you suggest, OFCOM would be a good place to start as they seem to have developed a comprehensive approach to all children’s programming including programming on broadcast, cable and satellite.
- “We are currently awaiting the Task Force’s suggestions on guidelines to be adopted by the media, advertising and food and beverage industries to stem the epidemic of childhood obesity. While we will await the final recommendations by the Task Force, some additional restrictions on the type of advertising that airs during children’s programming may be necessary absent sufficient industry guidelines.”
The main points from letter from FCC Commissioner Michael Copps:
- “While there are many factors that contribute to the problem of childhood obesity (and surely parents bear significant responsibility in this regard), many pediatric and public health experts are convinced that advertising is a contributing factor.”
- “While I want to give this process every chance to work, I also believe that the Commission should be prepared to initiate its own rulemaking to examine these issues.”
- “I would support putting any and all ideas on the table, including a limit on the amount of food advertising viewed by children. Additionally, we should be exploring a tightening of the limitations on overall children’s advertising.”
Source: Advertising Education Forum
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