Editorial: TV ad ban could become yet more costly

The earthquake caused by Ofcom's new rules on junk-food TV advertising to children continues to produce nasty aftershocks.

All scripts for food and soft-drink advertising now submitted for BACC approval must be accompanied by a certificate confirming the product conforms to the Food Standards Agency's nutrient requirements. Agencies must complete the details based on information from the client. All very well. But what happens if a junior brand manager copies down a few details from a pack, the agency and the BACC accept it in good faith, the commercial goes on air, an eagle-eyed health activist spots a flaw and the produced spot has to be pulled? A clear set of guidelines is imperative if expensive mistakes are not to be made.