AOP Statement

Published: 14 May 2021

Richard Reeves, Managing Director at AOP: 

"In the Queen’s Speech, the Government confirmed its intention to introduce a 9pm watershed on TV advertising for products high in fat, salt and sugar (HFSS), and a total ban on online advertising by the end of 2022. With no prevailing evidence to support the decision, we are fully aligned with other industry trade bodies in seeking urgent clarification from DCMS, as we are still awaiting a response to its previous consultation. There is no proven link between children’s exposure to HFSS ads online and children’s calorie intake, so not only does this ban have no benefit to obesity rates, but it will also have major implications to advertising, media and hospitality sectors. Visibility on digital platforms has been the key to success for many small and emerging businesses in these sectors, so if their ability to advertise is taken away, the ban would also prevent fair and balanced market competition against the more established players.”