By Valerie Elliott, Consumer Editor
Anomalies contained in new rules limiting junk food advertisements during children’s programmes mean that cheese and porridge cannot be promoted during Bob the Builder but fast-food restaurants have free rein to advertise during Dancing on Ice or The X Factor.
The rules, published yesterday by Ofcom, the broadcast regulator, have left parents, health campaigners, food manufacturers and the advertising industry all unhappy.
The consumer watchdog Which? predicted a rush of advertisements for oven chips, chicken nuggets and sugary breakfast cereals during early-evening family viewing.
There is concern that while characters such as Shrek or Postman Pat cannot be used to endorse food products on TV, companies can continue to use brand characters, such as Tony the Tiger on Kellogg’s Frosties.