Ban on Junk Food Ads

Britain's children are becoming fatter faster than anywhere else in Europe. So, the government says, it's time to crack down on how these types of food are advertised.

Junk food ads currently run at any time on any channel. They tempt children who then badger mums like Michelle Schutte.

I avoid channels with adverts because I do think that children are susceptible and, actually, of course, if you'd been here today, we've just had them watching some adverts and the McDonald's advert came on and Grace hasn't stopping talking about it now since..

So strict rules are coming in to stop adverts like these running during children's programmes. They'll also be banned during other shows enjoyed by under sixteens. The broadcasting regulator says it's trying to strike a balance.

We've always said the most significant players in this are parents. But parents have said to us fine but we need help as well. I think this is a proportionate measure to give them the degree of help that they need whilst not damaging the ability of television to give their children the kinds of programmes that they want and enjoy and should have.

Amongst the rulings laid out by Ofcom the use of celebrities or cartoon characters to promote junk food would be banned. So too would offering free gifts or giving health and nutrition claims.

Now the ban would include all children's programmes on mainstream channels as well as cable and satellite channels which are aimed at kids.

It's estimated under sixteens would see forty per cent less ads for foods with high salt, fat or sugar content than at present. Broadcasters would lose an estimated £39 million in advertising revenue.

These children's eyes are bigger than their stomachs but when they grow up junk food ads may be banned altogether. Health campaigners hope so. They wanted a total ban before a nine p. m. watershed. The new rules come in at the start of next year.