Cheese is to be treated as junk food under new advertising rules for children's television.
Commercials promoting it will be banned during children's TV programmes and those with a large proportion of young viewers. As reported by the Daily Mail:
The rules, which come into force this month, are part of a Government drive to reduce children's exposure to foods high in fat, salt and sugar.
Much to the disgust of its makers, cheese is to be regarded in the same light as crisps, sugary cereals and cheeseburgers.
In fact, under the criteria used by the Food Standards Agency to determine junk foods, such products are actually regarded as healthier than cheese.
The ban follows evidence that TV commercials have an indirect influence on what children eat and are contributing to obesity in the young."
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