If the Food Standards Agency (FSA) in Britain has its way restrictions on advertising junk food will have ramifications which could extend well beyond television and will affect web sites, computer games, cinemas, theatres, packaging and school activities and sponsorship.

The FSA, which is leading the charge against junk food, wants to see all TV advertising of products which fall into the category of junk food banned before a 9pm watershed in order to protect children up to the age of 15 years old, as children between 9-15 years often make their own food choices and purchases.

Proposals currently under discussion by the government include the use of store loyalty cards to promote healthy foods over those containing high levels of salt, fat and sugar and are part and parcel of a drive to curb soaring levels of child obesity.

Recent figures now indicate that almost a third of children under 16 are overweight, and 17 per cent are clinically obese.

The response of the food industry will dictate whether the measures will be voluntary or compulsory.

A simple ban on junk food adverts on television is no longer considered adequate in view of the range of media outlets now available to the food industry.

The government promises to take action against food producers who target children by early 2007 at the latest if they fail to come up with a satisfactory formula for self-regulation.

Such measures are being strongly opposed by the industry regulator Ofcom which is concerned over the financial effect on advertisers and is suggesting less draconian measures.

The FSA’s system of “nutrient profiling” to identify offending products, and its tougher approach has the backing of the government but just how tough the Government is prepared to get with major food companies remains to be seen.

The Department of Health says the restrictions are inevitable and have been discussed for over a year.

Deirdre Hutton, Chair of the Food Standards Agency says children are targeted every day with messages that promote foods that are high in fat, salt or sugar, and this has been shown to influence children’s food choices.

She says the FSA must ensure that any restrictions on advertising are aimed at children of all ages to have a real effect in helping to reverse the trend in childhood obesity.