Food and drink that contains a high salt, sugar or fat content will not be allowed commercial space during program schedules aimed at under-16s. According to UK communications regulator the ban is due to come into place in March 2007.
However, consumer group Which? has called this ban flawed as it says that the most watched programs by children do not fall into the category. For example, prime time Saturday night programs which are popular with children will not be affected by the ban.
Some campaign groups, such as the Women’s Institute (WI), have called for a ban on junk food during all programs shown before 9pm, stating that this ban would be more effective.
Ofcom, which is currently reviewing the measures until December 28, said it will reveal any changes in early 2007.