LONDON, Feb 22: “Junk food” TV adverts aimed at school-age children will be banned in Britain from next year, the UK's media regulator said on Thursday.

Watchdog Ofcom is imposing the new rules as it looks to combat the rise in obesity in Britain's children and wean them away from fatty foods and sugar-laden fizzy drinks.

According to the Health Survey for England by the Department of Health, 32 per cent of boys and 31 per cent of girls aged between 2 and 15 are overweight or obese, and the situation is expected to get worse.

Ofcom extended its ban on adverts for food and drinks high in fat, salt and sugar.—Reuters