At least two sweets manufacturers have vowed never to advertise again during kids' TV, ahead of an imminent decision expected from Ofcom on the issue in the coming weeks.
Haribo and Chewitts-owner Leaf UK told The Grocer they no longer planned to target kids on TV.
"With the new regulations coming in on advertising snack foods, we have had to second-guess it and opt for worst-possible case," said Leaf UK MD Tony Camp. "Earlier this year we were advertising before the watershed, but we will not be doing that again."
Haribo has also switched off ads during kids' programming and is instead opting for a different marketing mix, such as perimeter wall ads at football matches, sponsoring events and field sampling.
Ofcom is expected to report on its consultation shortly. Speculation from certain industry camps suggests that the watchdog could opt for a system which uses the FSA's controversial nutrient profiling model to decide whether foods are high in fat, sugar or salt and unfit for advertising to kids.
A spokeswoman for Ofcom said the result of the consultation was on schedule for autumn.
An industry coalition between food and advertising communities has pledged to ban all food and drink ads to kids, as the group believed the FSA's criteria were "not fit for purpose" (The Grocer, 8 July, p7).