Message Received?

The UK has had an obesity problem in its children for several decades. It is clear that being overweight can result in health problems such as type 2 diabetes and rotting teeth. The Committee on Advertising Practice (CAP) are suggesting banning the advertising of junk food and drink aimed at children. The ban would apply to any media used by sustantial numbers of children. It would also be directed at food and drink products with high fat, salt and sugar contents (https://www.bbc.co.uk/news/health-38239259#:~:text=Online%20ads%20for%20food%20and%20drinks%20high%20in,under-16s%20made%20up%20a%20quarter%20of%20the%20audience.). There is absolutely right to attempt to limit the obesity problem. The CAP report seems, however, to make some distinctly old-fashioned assumptions. It talks, for example, about the 9pm 'watershed', when it is assumed that all susceptible children are packed off to bed. Most children are not, nowadays, exposed to junk food advertising on a limited number of commercial TV channels. They can be exposed on their mobiles. Children can also watch watch and share clips on a variety of media platforms. They can be impressed by the sponsorship of events (like football), recorded for their later viewing. Children can even see advertising, when they walk around supermarkets with their parents etc, etc. Product placement is evident in many shows. If advertising exists, they are going to get to see it. It might be better to try to educate children and their parents about healthier choices? That, however, costs money.