By Bae Ji-sook
Staff Reporter

From as early as this weekend, TV commercials for snacks or fast food will be banned from being aired during "children's primetime," the Ministry for Health, Welfare and Family Affairs said Tuesday.

The rule was put into effect following Cabinet authorization of the pertinent decree.

Under the regulation, commercials or other promotional video and audio sources for foods exceeding 250 kcal but containing less than 2 grams of protein per serving portion will be prohibited from being aired between 5 p.m. and 7 p.m.

Those with more than 4 grams of saturated fats or 17 grams of sugar but less than 2 grams of protein will also be subject to the restriction order.

Ads for most confectionaries, snack sausages, sweetened juice, ice cream, instant noodles as well as hamburgers, pizza and other so-called junk food will also be included, the ministry said.

The restrictions come as experts warn of the possible link between TV commercials encouraging consumption of these products and increasing child obesity.

The World Health Organization also acknowledged such a regulation as one of the most effective ways to protect children's health.

The plan will run for three years as authorities seek to slash the current child obesity rate of 9.7 percent dramatically.

However, the regulation is also expected to face resistance from snack makers and TV stations.

The idea first emerged in 2008, but constant lobbying and complaints from the two barred early implementation, a ministry official said.

The industries predict that the ban will cause them 14.6 billion won in losses each year.

A health ministry official Park Gwang-taek said, "Losses could be quite high since the economy has been on a recovery path and more companies are gearing up to resume TV commercials."

He added the government is working on verifying the effect of the ban in relation to children's health. It will become the main drive for the government to expand the prohibition timeline, he said.

Currently, "low-protein, high-carb" foods are banned from being sold at schools.

bjs@koreatimes.co.kr