LONDON: Following the crackdown by UK media regulator Ofcom on television 'junk' food advertising, the radio industry is also bowing to pressure by adopting similar rules.

The Broadcast Committee of Advertising Practice has banned:

  • The use of celebrities and other characters in ads aimed directly at young children;

  • The use of promotional offers to make nutritional claims to very young children;

  • Encouraging "excessive consumption" of food or suggesting that 'junk' foods are an effective substitute for balanced meals.
BCAP chairman Andrew Brown calls the voluntarily adopted new rules "a significant milestone, with a strict, consistent and sound set of principles now applying across all media."

Data sourced from; additional content by WARC staff