Manufacturers of food and drink are bracing themselves for tough new rules on advertising to children, which take effect next month.
From April 1, adverts promoting food and drink products high in fat, salt and sugar won't be allowed in or around programmes made for children under 10. From January 1, 2008, the restrictions get tougher and the adverts won't be allowed on TV in or around programmes that would appeal to children under 16.
TV watchdog Ofcom said manufacturers currently making adverts could broadcast them until the end of June this year, but that all campaigns would have to comply with the rules from July.
Celebrities and licensed characters will be banned from certain products, along with product sponsorship. Similar rules are likely to follow for cinema, magazines and the internet.