New rules have been introduced which will place restrictions on food and soft drink advertisements aimed at children.
The Committee of Advertising Practice (Cap) announced the new rules, which are designed to help curb the growing problem of childhood obesity in the UK.
Advertisements will no longer be able to condone or encourage poor nutritional habits in children or promote excessive consumption of food or drink products.
Companies will also not be allowed to use irresponsible promotions or use celebrities if the advertisement in question is aimed at pre-school or primary age children.
Cap chairman Andrew Brown commented: "Childhood obesity and the future of children's health are of prime concern to all and these measures represent a strong commitment by advertisers to promote all food and drink products responsibly."
He noted that the new rules should protect children, while still enabling advertisers an "appropriate degree of freedom to promote their products".
Obesity has become a serious problem in the UK, with many people turning to obesity surgery as a way of assisting weight loss.
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