Last year, strict rules were introduced by Britain’s Ofcom (broadcasting watchdog) that banned junk food companies from advertising their products during times of the day when children were likely to be watching television. The move was an attempt to cut down on the growing problem of childhood obesity. However, Ofcom used the Food Standards Agency (FSA) definition of junk food –- any product that had high levels of fat, salts and sugar per 100 grams.

This meant that lots of food, including Marmite, honey, most breakfast cereals, nearly all dried fruit, and many fruit juices were banned from being advertised! Apart from a small alteration to the complicated definition, 97 per cent of the products that were banned last year will have to remain off television screens during children’s programmes. The only products given a reprieve are a range of cereals including Weetabix Weetos and Oatiflakes, Quaker oat granola, and Kellogg’s Special K Sustain. Some crisps are also being allowed back.