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Children see 37 per cent less junk food advertising on TV compared with five years ago, according to an Ofcom report. But we say a complete watershed ban is needed to deal effectively with rising childhood obesity.
Ofcom's review shows that advertising bans during children's programmes and on dedicated children's channels are working to prevent children being influenced by junk food firms.
But it also shows that just over half of children's viewing time is during adult airtime and that the impact of the ban on older children, aged 10 to 15, is much less.
Our chief executive, Peter Hollins, said: "Banning junk food adverts during children's programmes has clearly had some positive effect. But the government can - and should - go further.
"The report showed the ban was less effective for older children, who watch TV shows like The X Factor and Britain's Got Talent where restrictions don't apply. Yet these children are just starting to make their own choices about what they eat and are beginning to buy their own snacks and meals.
"A complete ban on junk food advertising before 9pm would better protect them from the influence of slick advertising campaigns while they learn how to choose between treats and foods that are good for them."
More information
Read our report on 'How parents are being misled'
Our 'Couch kids' report recommends ways to help kids be more active
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