The restrictions mean that adverts for foods that are high in fat, salt or sugar cannot be broadcast during children’s programmes, on children’s channels or during programmes expected to attract a lot of child viewers.
But despite the regulations, children are still being exposed to the same level of advertising for unhealthy products.
Academics found that since the restrictions were introduced five years ago, viewers of all ages are seeing more adverts for unhealthy foods.
Their study, funded by National Prevention Research Initiative, examined the nutritional content of TV ads six months before restrictions were introduced in 2007 and then again six months after the full restrictions were phased-in in July 2009.
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