The new rules acknowledge it is wrong to advertise junk food to children, but only take a small step in the right direction. For too long children have been relentlessly bombarded with junk food adverts online, on billboards outside schools and at the cinema.

But just like the problems with current TV rules, we are concerned they don’t go far enough and loopholes mean they only apply when over 25% of the audience is children. This will be impossible to monitor and mean millions of children will still be exposed to adverts which we know lead them to unhealthy food choices. We need rules that  are fit for purpose and reflect the way our children watch and engage with media online and on TV.