New restrictions on junk food advertising on children's television announced [3] by the British advertising and media regulator Ofcom have been criticised by health groups as being too weak. The restrictions apply to food and drink products "high in fat, salt and sugar (HFSS)" in programmes and on channels aimed at children under 16. From April 1, HFSS ads will not be allowed "in or around programmes" pitched at children aged 4-9, with the age range extended up to 15 after January 1, 2008. Health campaigners had proposed a ban on junk food ads in all programs broadcast before 9pm. Peter Hollins, chief executive of the British Heart Foundation, said, "Kids don't only watch children's programmes, they watch other shows too, which means they are still getting bombarded with unhealthy food adverts throughout their day." The Food and Drink Federation [4], which counts Coca-Cola [5] as a member, described the changes as a "disproportionate" response to childhood obesity.