Try as they might, they were never going to satisfy everybody. Not government ministers, who wanted the non-broadcast rules to acknowledge the nutrient-profiling model. And certainly not the pressure groups, for whom nothing less than a total ban on so-called "junk food" will suffice.
In the end, the Committee of Advertising Practice has come up with the least bad solution (page 1). It has decided to have no truck with the profiling model, whose credibility is deeply suspect.
It doesn't take a genius, however, to spot the weasel words, the obvious fudges and the potential anomalies just waiting to emerge.