An increasingly forbidden love

Two British advocacy groups are pushing to extend the ban on junk food advertising to online executions, reports The BBC.

In the UK, TV ads for junk food are banned from appearing in shows frequently watched by children 16 and under.

Now the British Heart Foundation and the Children's Food Campaign are lobbying to ban them online. These would include advergames by food companies that blur the line, some say, between advertising and entertainment.

The UK food industry says the existing rules are already among the strictest in existence. And some British officials say the impact of the current ban needs to be more fully assessed before an extension can be fully considered.