Fast-food operators will be banned from advertising in children's magazines as well as during television programmes aimed at the young, as part of the drive to reduce childhood obesity.
Last week, media watchdog Ofcom announced a total ban on adverts promoting foods high in fat, salt and sugar during children's television programmes and on dedicated children's channels.
It has now emerged that the Advertising Standards Authority plans to restrict the way fast-food and snacks companies promote their brands in children's
Officials at the authority are finalising details of a scheme to scale down advertising in the print media. This will be presented to Culture Secretary Tessa Jowell.
Similar restrictions on junk food advertisements on billboards, radio and the internet are also being considered by a group of Department of Health civil servants.
Just days before Ofcom's decision, fast-food chain Burger King announced it was to stop advertising during children's programmes and would cease to produce TV adverts directly aimed at children in the UK from 22 December.
"Our decision regarding kids' advertising in the UK is the right step for Burger King in this market at this time," said Giorgio Minardi, divisional vice-president of north-west Europe at Burger King.
"We will concentrate our marketing promotions on the outstanding quality of our food as well as consumer choice,"
By Kerstin Kühn