It seems that advertising for junk food has had a strong impact on the number of children who are obese the UK. Researchers from University College London believe that adverts are connected to ‘devastating consequences’ for children’s health.

In a report, the team said that banning junk food adverts could cut rates of childhood obesity, which are rising all over the country, by as much as 14%. The report concluded that food advertising had an unhealthy impact on how children aged between 6 and 11 eat.

In the report, which was lead by Dr. Emmanuel Stanatakis, the authors call for a total ban on junkfood advertising aimed at children. Currently, such adverts are banned during programs aimed specifically at children.

Children were described as being particularly vulnerable to adverts, and were likely to develop artificial needs and respond well to inappropriate role models.

Recently, parents campaigned against adverts by Kelloggs for Coco Pops, which tried to rebrand the chocolately cereal as an appropriate snack for any time of day. Many parents said they already found it difficult enough to resist the calls of their children for unhealthy snacks after school.