Fast food chain Burger King to stop advertising to kids – Which? says its a step in the right direction.
The announcement comes as broadcasting regulator Ofcom puts the final touches to official restrictions on junk food commercials.
The fast food chain will stop creating and showing TV adverts for children from 22 December in the UK. It will also stop broadcasting any adverts during children’s TV programming from that date.
Giorgio Minardi, Burger King’s Vice President of north west Europe, said: ‘Our decision regarding kids’ advertising in the UK is the right step for Burger King in this market at this time.
‘During the past six months in the UK, we have carefully considered this and other broad-spectrum initiatives regarding our marketing and brand positioning.’
Ofcom is set to introduce curbs on food and drink adverts aimed at children in an effort to tackle rising rates of obesity.
Which? food campaigner Miranda Watson said: ‘Today’s announcement by Burger King shows that the company recognises the effect of TV food advertising on children’s health.
‘However, research shows a 9pm watershed is the only way to protect children fully.
‘Unless the food industry stops advertising junk food during the times children are most likely to be watching TV, not just during children’s programmes, small efforts like this will have minimal impact.’