Ofcom is the independent regulator of television, radio, telecommunications and wireless communications services in the UK. Part of their role is to set standards for television advertising. All television broadcasters must comply with these standards in relation to any advertising they transmit.
Ofcom set up content rules to ensure protection of under 18’s and preventing the inclusion of harmful advertising and unsuitable sponsorship. Key elements of the content rules include a prohibition on the use of licensed characters, celebrities, promotional offers and health claims in advertisements for HFSS products targeted at pre-school or primary school children.