The Committee of Advertising Practice (CAP), a body that is responsible for setting advertising rules in the UK, plans to launch a public consultation to review whether a ban should be imposed on the promotion of junk food to children over various mediums, such as online advertising, publications, and billboards.
The panel intends to launch the consultation in early 2016.
It is exploring the feasibility of imposing tighter regulations on foods and drinks high in fat, salt and sugar.
Junk food is associated with obesity, and researches show that one in three children in primary school are overweight or obese in the UK.
CAP was quoted by the Guardian as saying: "CAP's decision to carry out a public consultation responds, in part, to changes in children's media habits and evolving advertising techniques.
"CAP will ask a broad range of stakeholders whether a change of approach is now needed; an approach that would introduce for the first time in the non-broadcast code, rules dedicated to the targeting of advertising, to children, of food and soft drinks high in fat, salt or sugar."
Further, use of celebrities and cartoon characters are banned from junk food advertisements targeting young people.
In 2006, Ofcom, the broadcasting regulator, created stringent rules on advertisements aired on channels and programmes targeting children below 16-years-old.
As per the current CAP rules, ads on food and soft drinks must not promote poor nutritional habits in children.
