New TV ad rules mean cheese off the menu for kids

Dairy producers are up in arms after new advertising regulations introduced this week mean that cheese adverts are banned from programmes watched by children. According to the model drawn up by Ofcom, cheese is a more unhealthy substance than cheeseburgers, crisps or chocolate cake.

The new rules look at a set serving 100g or 100ml and look at how much fat, sugar and salt content a foodstuff includes. The dairy producers point out that under the same model, human breast milk would also be banned.

Other foodstuffs caught by the new regulations are Marmite and ketchup.

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