From the start of January 2008, a complete ban will come into force for advertising junk food during TV programmes aimed at under-16 year olds. There will be ban on all junk food adverts till after the 9pm watershed.
Research has revealed that children who are exposed to adverts regarding junk food will nearly double the quantity of unhealthy foods that they eat.
Obesity has become an increasing problem in the U.K and adverts promoting junk food is only worsening the situation.
From the start of April this year, adverts for junk food aimed at children up to nine years old were banned. However the ban is to be extended to children aged up to 15 year olds, by banning junk food adverts around programmes targeted towards the teens.
It is hoped that when the ban is in place, it will no longer influence young people to buy junk food products however critics claim that the system is flawed and will not stop firms from advertising unhealthy foods watched by the majority of under 16's.
Popular established companies such as Mcdonalds, Burger King and KFC are sure to be affected by the ban.