LONDON: UK communications regulator Ofcom is claiming success for its restrictions on 'junk' food advertising to children. The watchdog says that since 2005 there has been a 27% fall in food and drinks commercials targeting children aged 4-9.

Ofcom launched the first phase of ad rules for foods high in fat, salt and sugar in April this year. The second phase, which extends the ban to ads aimed at youngsters aged up to 15, begins in January.

Data from the first six months of the regime shows the number of impacts on dedicated children's channels dropped by 49% from 2005 to 2007. The six-month periods compared are April-September 2005 and in 2007.

Data sourced from Brand Republic (UK); additional content by WARC staff