The Food Standards Agency, UK, says junk food ads should be banned before 9pm to protect children's health. The agency said Ofcom's proposals stop short of a pre-watershed ban, which is not enough. Ofcom is the UK media regulator.

Recent estimates indicate that 14% of England's children are obese.

Ofcom's proposals included:

-- Banning junk food ads during programmes aimed at pre-school children
-- Restricting junk food ads aimed at children under 10.

The Food Standards Agency rejected the proposals saying that more children need to be protected from junk food ads.

Various health organisations, such as the British Heart Foundation, say banning junk food ads would have the backing of most English parents. The British Heart Foundation says that about 80% of all ads on TV are for junk food.

The average English child watches 20 hours of TV each week. The ads they watch must be having a considerable influence on what they choose to eat.

TV companies are concerned about the serious loss in revenue. Perhaps it all comes down to a question of priorities. What matters more, children's health, or broadcasters' income?