Junk food adverts on TV are now to be banned under new Ofcom guidelines. A total ban will be imposed during children's programmes and on children's channels, as well as on general entertainment programmes watched by a "higher than average" number of under-16 year olds.

Whilst I understand that there is a problem with obesity in our society, it really is not an "obesity epidemic" that requires complete and immediate abstinence from all forms of junk food. What is needed is better education about how to eat healthily rather than draconian regulations. Banning junk food ads during children's TV programmes makes sense, as does banning them on children's channels, but extending that into general entertainment is just nanny-state interference.

Banning junk food adverts will cause a severe drop in revenue for commercial children's channels and kids sections on other channels (of about £39million), which will in turn will lead to lower-quality children's programmes being made.

What is needed is more children's programmes like LazyTown. Magnús Scheving, who created, writes, directs, produces and stars in the show says:

"What Sesame Street does is easy... You know? Don’t get me wrong ­ I love Sesame Street. It is a great programme. But what does it do? Two things. It teaches kids their ABCs, and reminds them to be decent people. Just two things.
On LazyTown, on the other hand ­ sure, we do the ABCs, we teach the kids to be nice to each other. But we also, ­ three! ­ get kids fit and active, we get them ­ four! ­- eating healthily. By comparison, Sesame Street, a couple of puppets. Easy."

Through LazyTown, he claims to have reduced childhood obesity in his native Iceland by 16% - a feat acknowledged even by the politicians. What we need to beat childhood obesity is less legislation and more motivation. Instead of telling parents and children what they shouldn't eat, help them understand what they should - and why. Otherwise obesity is here to stay.

Sources: BBC, The Telegraph, The Times, The Times Magazine