Advertisers claimed the rules were

Advertisers claimed the rules were already tight. Ian Barber, the communications director for the Advertising Association, said: “Ofcom says that our HFSS [high in fat, salt or sugar] advertising rules are among the strictest in the world – and advertising is already playing its part with constructive changes to the volume, visibility and content of food ads. Calls like these ignore the academic evidence on obesity, and give no thought to the importance of ad revenues to the quality of our media.”