Richard Watts from the Children's Food Campaign told the BBC, "The rules are fantastically complicated and opaque for parents." He endorsed a complete ban on junk food ads before the 9 pm timeslot.

Health campaigners have argued that the ban is insufficient as many children watch shows such as the X Factor and Ant and Dec's Saturday Night Takeaway, which do not fall under the ban as children form a small part of the total audience.

People who run kids' TV channels say thay will be unable to make as many good programmes without the money they are paid by junk food advertisers.