Secretary of State for Culture Media and Sport Tessa Jowell claims that Ofcom's ruling on food and drink advertising will not affect sponsorship of the 2012 Olympics.

Responding to questions from Culture, Media and Sport Select Committee chairman John Whittingdale and Conservative MP Philip Davies, Jowell said the International Olympic Committee was aware, and had made its sponsors aware, of the proposals in relation to restricting the advertising of particular foods, high in salt, sugar and fat, to children.

Major Olympic partners Coca-Cola and McDonald's hold multimillion-pound long-term contracts with the IOC. Ofcom's decision to ban broadcast advertising of products high in fat, salt and sugar in kids' programmes and during programmes that have 'particular appeal' to under-16s will have an impact on the way food and drink brands can be marketed during the Olympics. The ruling will also form the basis for a strengthening of non-broadcast rules, potentially affecting brands' abilities to advertise in-store, on pack, using direct mail and through the internet (The Grocer, 11 November).

At the committee hearing, Davies asked whether Jowell could confirm that the "nanny state ban on the advertising to kids of junk food" would not have any effect on Olympic sponsors and that Ofcom's proposals awould not affect income for the Olympics.

"No, I do not think we expect it to have an impact because a number of sponsors are worldwide sponsors for the IOC and they will support not just London but Vancouver at the Winter Olympics before London," Jowell replied.

Davies then asked whether big food brands would be asking for some of their money back from the London Organising Committee of the Olympic Games (LOGOG).

"I do not believe that at this stage LOCOG believe they will have to adjust their sponsorship estimates," said Jowell.