Burger King is to stop advertising during children's programmes and will cease to produce TV adverts directly aimed at children in the UK.
The fast-food chain's self-imposed ban comes amid media regulator Ofcom's decision process on whether to impose a complete ban on fast-food adverts before 9pm. following a public consultation earlier this year.
Burger King said it would introduce the new policy from 22 December but said that restaurant advertising in its UK outlets will remain unchanged.
"Our decision regarding kids' advertising in the UK is the right step for Burger King in this market at this time," said Burger King divisional vice-president of northwest Europe Giorgio Minardi.
"We will concentrate our marketing promotions on the outstanding quality of our food as well as consumer choice, the ‘Have It Your Way' brand platform," he added.
By Kerstin Kühn
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