The UK's celebrated Women's Institute, whose jelly-making, quilting image belies a steely core, is flexing its activist muscles against junk food advertising.

The WI, which has adopted increasingly high-profile, politicised causes in recent years ranging from environment to human trafficking, is now demanding a 9pm watershed on TV ads promoting high-fat, high sugar foods.

It has called on media regulator Ofcom to impose the restriction which would reduce the exposure of children to these commercials and, it believes, help tackle the obesity epidemic.

Comments Fay Mansell, chair of the National Federation of Women's Institutes: "It is vital that we put the health of our children first. We cannot allow pressure from the food and TV industries to influence Ofcom to permit aggressive junk food advertising to children."

The WI is urging its 215,000 members to send postcards to Ofcom and Members of Parliament illustrating the impact of junk food advertising and calling for a ban on ads aimed at youngsters.

Ofcom is currently consulting with broadcasters, advertisers, retailers and manufacturers about food marketing to children [WAMN: 29-Mar-06].

Data sourced from; additional content by WARC staff