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The UK's consumer watch group Which? has printed a report
that states that almost four out of five British parents think adverts for unhealthy foods shouldn't be shown
when children are most likely to be watching television.
But the TV advertising regulator Ofcom has said that it will not be banning junk food advertisements at kids prime-time viewing hours. They will however be implementing rules to ban junk food ads during children's programs or at least those which particularly appeal to children aged nine or below. But this is not sufficient according to Which? who think many children watch television in the evening and don't just view programs that are specifically targeted towards their age group. Their study revealed night-time television viewing for children included soap operas such as Coronation Street and Emmerdale.
Which? have set up a petition to lobby OfCom.
