Ofcom has published the findings of research into the role of television advertising in the context of the wider public debate about childhood obesity.

Party Response: Liberal Democrat

Don Foster, Liberal Democrat culture, media and sport spokesman, said:"Ofcom is right to reject a blanket ban on children’s food advertising but that shouldn’t be the end of the matter.

"With childhood obesity rocketing, doing nothing simply isn’t an option.

"We urgently need a traffic light system, which gives parents better information on the nutritional value of foods."

Stakeholder Response: British Retail Consortium

Richard Ali, director of food policy at the BRC, said: "The BRC welcomes the findings of Ofcom research into the effects of banning advertising to children.

"The research clearly shows that childhood obesity is a multifaceted problem and cannot be solved by simplistic, knee-jerk policy responses.

"A consistent government campaign promoting eating a balanced diet and taking exercise is essential if progress is to be made in solving this serious issue."

Stakeholder Response: National Consumer Council

Deirdre Hutton, chairman of the National Consumer Council, said: "At a briefing this morning for consumer and other groups, Ofcom did not rule out targeted controls on TV adverts for foods high in salt, sugar and fat.

"This is very encouraging because the findings of their research actually demonstrate strong support from parents for tighter controls during children’s programmes and before the 9 o’clock watershed.

"A majority – 57 per cent - support a ban on food ads during children’s airtime, and almost half back a ban on ads anytime before 9.00pm.