The World: Kuala Lumpur - Fast-food ad controls to come into force

A system of self-regulation for fast-food advertising in Malaysia is set to begin, following the presentation of a proposed framework to the Government this week.

The system is expected to closely mirror that of the UK, with a cap on ads targeting children aged under ten.

Datuk Vincent Lee, the president of the Malaysian Association of Advertising Agencies, said discussions with the health minister, Chua Soi Lek, were progressing "step by step", and that an outright ban on fast-food advertising was unlikely.

The main companies affected by any new restrictions in Malaysia would be KFC, Pizza Hut and McDonald's, which have a combined adspend of around $60 million.