TV regulator Ofcom recently proposed a ban on adverts for food high infat, salt and sugar during all shows aimed at under-16s.
But Jeff Spence, co-ordinator of the West Cornforth Children's Centre inDurham, said the ban could have the opposite effect to thatintended.
"If you censor something, you create a deeper interest - if you saydon't (eat junk food), a certain strata of children will become moreinterested," he said. "Having worked with children, I know that if I say'no more McDonald's', I will get a backlash."
But Jo Butcher, assistant director of children's development at theNational Children's Bureau, said there was "no evidence" that childrenwill want junk food more because it is not advertised on TV.
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