In 2007, communications regulator Ofcom banned the scheduling of HFSS advertising during children’s shows and around programmes with a disproportionately high child audience. HFSS advertising continued to be allowed at other times. When it investigated the results of the ban it concluded that children saw about 37% less HFSS advertising. But the investigation also found that the ban was less effective when it came to older children. A spokesperson said: “The protection of children is a primary concern of Ofcom.”