Meanwhile, advertisers in other parts of Europe are preparing for the implications of such a ban.
According to a poll carried out for the BBC, over three-quarters of the British public are in favour of a ban on junk food advertising on children's TV.
Despite a decision by regulatory body Ofcom not to implement such a ban [WAMN: 23-Jul-04], the results of the Healthy Britain survey also show that nearly two-thirds support the banning of supermarket check-out sweet displays, while 30% agree with placing taxes on foods deemed high in salt, sugar and fat.
Of the 1,000 adults polled, 90% are in favour of extra government funding to enable all schoolchildren to receive free fruit and vegetables.
It also appears that the older generation are particularly concerned for children's health. Amongst over-65s, 81% support a junk food ad ban compared with 60% of 18 to 24-year olds.
From next September, French advertisers will either have to supply a health warning on TV ads for products containing extra sugar, salt or sweetener, or pay tax equivalent to 1.5% of their annual ad budget to an organisation devoted to healthy eating.
And next January, celebrities will be banned from appearing in Irish food and drinks ads aimed at children, while sweet and confectionary ads must contain an appropriate health message.
Data sourced from: BrandRepublic (UK) and AdAgeGlobal.com; additional content by WARC staff