New junk food law post McLibel
After the McLibel judge ruled that McDonald's adverts "exploit children" - and after a massive increase in awareness thanks to Fast Food Nation, Super Size Me, Jamie's School Dinners and, ahem, our McLibel film - the UK government finally made the common sense move of banning junk food advertising on children's TV.
As reported by Fast Food Nation: In another bid to protect children from junk food and fast food advertising, it was announced in April 2007, that junk food advertising would be banned during or close to all specific children’s programmes, any other programmes that target children, and any programmes considered to have a higher than normal proportion of viewers aged between four and nine.
As from January 2008, the regulations were also extended to cover programmes that target children up to 15. Children's TV channels have been slightly reprieved and won’t have to implement all of the new regulations until January 2009.
But that certainly doesn't mean that kids are safe, as the junk food companies can still get to them via their schools or via movies, sports, online...
The battle has been won, but the war continues.