The recent U.K. ban on TV junk-food ads aimed at children younger than 16 will be extended to magazines, the internet, newspapers, billboards and cinema, writes Ad Age.

The Committee on Advertising Practice, the industry's self-regulatory body for nonbroadcast media, is bypassing the Food Standard's Agency's stringent standards on fat, salt and sugar measurements and applying even heavier restrictions.

According to the rules, ads should not "condone or encourage poor nutritional habits or an unhealthy lifestyle in children," "encourage excessive consumption of food or drink products" or "give a misleading impression of the nutritional health benefits of the product."

Other CAP rules cover irresponsible promotional offers, hard-sell techniques and licensed characters and celebrities. The new ban will go into effect July 1.