Manufacturers pull kids' ads in advance of Ofcom ruling

Confectioners Leaf UK and Haribo were the latest firms to call a voluntary halt to TV and radio commercials aimed at children, as the regulator Ofcom began a consultation on extending its proposed ban on advertising food high in salt, fat and sugar from the under-nines to under-16s.

James Holden, public affairs officer for the Biscuit, Cake, Chocolate and Confectionery Association, said that between 2003 and 2007 the industry had withdrawn 65% of confectionery advertising during dedicated children's programming. Nevertheless, many firms want Ofcom to dump its latest proposal.

The Food Advertising Unit (FAU), which represents manufacturers, broadcasters and advertising agencies, said a ban would intrude into adult airtime.

"We proposed restrictions for primary children," said Suzanne Edmund, public affairs manager at the FAU. "That's not to say that teenagers are forgotten, but they are far more media savvy."

Ofcom planned to use an audience index to identify programmes where the proportion of under-16 viewers and listeners was 20% higher than that of under-16s in the UK population.

Ofcom's consultation ends on December 15, with a final decision expected in January and implementation in March.