A ban on junk food advertising during TV shows aimed at children under 16 has been launched.
Ofcom has singled out adverts for foods high in fat, salt and sugar in an attempt to stave off rising levels of childhood obesity.
This follows a similar move in April last year, when junk food ads were banned during programmes made to appeal to seven- to nine-year-olds.
Dedicated children’s TV channels have been given until December to phase out junk food ads altogether.
A Food Standards Agency ratings system is used to assess which foods are deemed to be junk products.
UK children see some 10,000 TV adverts a year and recognise 400 brands by the age of 10.
The move will mean an estimated loss of £39 million in advertising revenue.
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