§ Ms Shipley
To ask the Secretary of State for Culture, Media and Sport if she will make a statement on the regulation of advertising in relation to children's television programmes. 339W
§ Dr. Howells
Under the UK's broadcasting arrangements, responsibility for what is broadcast on television rests with the broadcasters and the broadcasting regulatory bodies. Television advertising is subject to regulation by the Independent Television Commission (ITC) and broadcasters must comply with their codes of advertising standards and practices.
The general principle governing advertising to children is that, at times when large numbers of children are likely to be viewing, no product or service may be advertised, and no method of advertising may be used, which might result in harm to them physically, mentally or morally; and no method of advertising may be employed which takes advantage of the natural credulity and sense of loyalty of children (regarded as those aged 15 and under).