The advertising industry has reacted with alarm to Ofcom's junk food ban, saying that the proposals go much further than originally envisaged and would harm British television.
Ian Twinn, the director of public affairs at advertisers' trade body ISBA, said that Ofcom had been influenced by political opinions rather than hard evidence.
"These proposals are harmful to UK television, damaging to the competitiveness of UK plc and will not reduce obesity," he said. "We fear that the Ofcom board members have been influenced by political opinion and the campaign's assertions, not the evidence."
The body that represents advertising agencies, the IPA, also reacted with disappointment. It said that the proposals were "completely disproportionate" and were based on a "scientifically flawed" nutritional profiling scheme.
"Ofcom has bowed to political pressure and moved well beyond the consultation proposals by extending restrictions into adult airtime," said Marina Palomba, the IPA legal director.
"The IPA is disappointed that, despite accepted evidence that advertising has less than a 2% impact of children's food preference, the new restrictions will mean a ban of most food and drink product advertising around any programme that appeals to under-16-year-olds.
"This will mean products such as Marmite . . . being banned because 100 grammes will exceed the salt level permitted by the scientifically flawed nutritional profiling scheme adopted and accepted by Ofcom.
"The IPA considers the restrictions completely disproportionate. The rules will cause substantial damage to businesses, particularly well known and entirely responsible food manufacturers, broadcasters and advertising agencies.
Ms Palomba said that the proposals would also restrict consumer choice, product development and competition.
"The fundamental right of freedom of commercial expression is being restricted without justification. These rules will have a tiny impact, if at all, on obesity levels, yet will cause huge financial loss to the UK economy," she said.
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