The Week: Advertising News - Which? calls for ad curb

The consumer watchdog Which? has renewed its call for a 9pm watershed on junk-food ads after it published research that claims more than half of the 20 programmes most watched by children under the age of ten are not covered by the current rules.

The restrictions are based on the proportion of children watching a programme, rather than the actual number - so while ads for unhealthy foods are not allowed during programmes such as The Simpsons, which has a child audience of 163,200, they are allowed during programmes such as The X Factor, which has nearly three times the child audience at 442,300.