The rate of obesity in children has risen in the last 15 years, with just under one in five children across England being classified as obese1 - a trait that is thought to carry on into adulthood.

There are numerous factors2 to consider when thinking about the causes of obesity, ranging from a persons lifestyle to their behaviour; yet with children, much influence in behaviour is taken from TV commercials. One study3 found that junk food adverts could almost double the amount of unhealthy snacks and sweets they eat

Therefore, in order to protect this vulnerable group, it was welcomed when Ofcom brought in legislation to restrict the advertising of high fat, salt and sugar (HFSS) foods in or around programmes specifically made for children.

However, concern is currently being raised that these efforts are being undermined by an unrealistic view on the range of TV programmes that children watch4

There is the feeling that without further regulation of the advertising of HFSS foods, the governments goal of "nudging" people into changing their behaviour (as opposed to big ad campaigns) would not work.

1 Prevalence of Childhood Obesity, London Assembly, 2010

2 Tackling Obesities: Future Choices - Project Report, Government Office for Science, 2007

3 Dangers of TV food adverts, Liverpool University, 2007

4 Govt urged to toughen rules on 'junk-food' TV ads