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Britain won't ban TV food ads

July 22, 2004 at 11:34 AM
LONDON, July 22 (UPI) -- A British telecom regulatory agency refused to ban food ads on TV, but suggested encouraging children to exercise as a means to curb childhood obesity.

Ofcom interviewed more than 2,000 parents, teachers, nutritionists and children about why kids choose the foods they do and found a total ban of food advertising from children's TV programming would be ineffective, Britain's Telegraph reported Thursday.

The study came after a request last year by Tessa Jowell, Britain's culture secretary, for Ofcom to consider setting tougher standards for marketing to children on television.

The survey found that TV advertising has only a "modest direct effect" on what children eat and their overall health, which is more directly impacted by exercise, what families eat, school meals, food labeling and other forms of promotion.

Topics: Tessa Jowell
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