A move to create a watershed for ads for high fat and sugar food aims to tackle rising levels of childhood obesity.
It also reflects changing viewing habits with further Ofcom research finding children are increasingly watching videos, TV programmes and films on their own devices, often on-demand, rather than on a dedicated TV channel with parental supervision.TV chef Jamie Oliver said:"If we don't find effective ways to improve our kids' health, UK children will live shorter lives than their parents.
Public Health Minister Steve Brine said:"The NHS is already preparing to treat more and more children for the serious effects of extreme obesity in the future, so we have a duty to address the underlying causes because we believe passionately in our NHS."
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