Ban on junk food ads introduced

Regulator Ofcom has outlawed adverts for foods high in fat, salt and sugar in an effort to tackle rising childhood obesity levels.

The move is the latest stage in a phased crackdown on advertising during programmes aimed at or appealing to children.

In April 2007, junk food ads were banned during programmes made to appeal to seven to nine-year-olds and by December 2008 dedicated children's channels will have to phase them out altogether.

Children's Secretary Ed Balls has said that UK children see some 10,000 television adverts a year and can recognise 400 brands by the age of 10.