Research has shown that banning junk food ads before the turning point cuts only two calories from a child's diet a day.
The government unveiled plans in March to limit the advertising of foods high in salt, fat and sugar on television and social media beyond 9 p.m.
They hoped that strict rules curb rising childhood obesity rates, which are already at a record high in Britain.
But from our own research it now appears that the measures hardly make a difference to a child's diet, in contrast to previous estimates by health activists.
One in three children are overweight or obese when they leave primary school, show national statistics, causing health officials to struggle with solutions.
The government's intention to ban junk food advertising before 9 p.m. will only extract two calories per day from children's nutrition, according to its own research
Consultation on the final phase of the childhood obesity strategy is ongoing.
But maintaining all the proposed measures would save 19 calories per day, the equivalent of a tenth of a Cadbury Creme Egg, according to The Sun.
Companies stop promoting their products between 9 p.m. and 5.30 p.m. only shaves 2.28 calories per day off a child's diet, less than half a smartie.
Health ministers have also consulted on plans to ban stores offering buy-one-get-one-free offers for junk food and free refills of sugary drinks.
But this would only reduce eight calories per day, or less than one Malteser, from a child's diet per day, has revealed an assessment by the Ministry of Health.
Fewer than two cones, nine calories, would be shaved off by prohibiting the placement of unhealthy food near checkouts and shop entrances.
The advertising industry has said that the small numbers & # 39; a drop in the ocean & # 39; and that more efforts are needed to change the lifestyle of children.
HOW THE GOVERNMENT WOULD TRY TO STOP OBESITY
Proposed plans to limit the number of calories in pizzas, pies and ready meals were revealed last year as part of the government's drastic steps to try to reduce obesity.
A tax on added sugar in drinks came into effect in April, forcing companies to hand over more money to drinks containing more than 5 g of sugar per 100 ml of liquid.
As a result, many soft drinks have changed their recipes to prevent them from paying the tax and raising prices. Sugar-containing drinks are the largest source of sugar for children and teenagers.
The government is also considering making it mandatory for all restaurants and fast food restaurants to display the number of calories in each meal on their menu.
Some catering establishments are already doing this, but there may be unexpected calories in popular dishes, and the government is discussing the plans before a decision is made in the spring.
In March of this year, Public Health England warned the British to reduce the number of calories they ate, and advised them not to consume more than 1,600 a day.
The watchdog says adults should eat no more than 400 calories for breakfast, 600 for lunch and 600 for dinner – this would provide some snacks, experts said.
Examples of 600 calorie meals are a tuna pasta salad and a small cereal bar, a chicken salad sandwich and a packet of chips, or half a pizza pepperoni with a quarter of garlic baguette and a banana.
Advertising Association chief Stephen Woodford told The Sun: “Encouraging children to live a more active lifestyle would be a much better way to tackle obesity than a ban on advertising that pays off for popular shows that we all enjoy & # 39;
The figures are in stark contrast to what was previously estimated by Cancer Research UK, one of those who have called for unhealthy food advertising to be banned before the 9-hour power outage.
Last year, the charity said that watching an additional junk food advertisement a week beyond the average of six causes children to eat 350 extra calories per week, the equivalent of two packets of chips.
That would amount to 18,000 calories per year, which was estimated to be around 70 Mars bars or 60 cheeseburgers. It could add up to a weight gain of 5 pounds a year.
Exposure to food advertising can have an immediate and long-term impact on children's health by encouraging them to eat both immediately after seeing the ad and changing their food preferences, the charity found.
Given that children watch TV up to 14 hours a week and that more and more are online, it has been suggested that the ban on advertisements has a significant impact.
In 2017, it was estimated that children were exposed online to more than 700 million ads for unhealthy food and nearly 3.6 billion to TV.
Junk food ads during children's programs were banned in 2007, but figures show that children spend 64 percent of their viewing time watching programs that are not specifically targeted at them.
Under current regulations, advertisements for high fat, salt and sugar (HFSS) products should not be targeted at children and no medium should be used to advertise such products if more than 25 percent of the public were under 16 .
However, the The Obesity Health Alliance (OHA) said the rules do not cover the huge amount of channels and outlets through which children consume media in 2019.
She added that the turning point on all junk food ads & # 39; desperately needed & # 39; is to protect children.
But the government of the government to ban advance advertising of junk food advertising has had a mixed reaction elsewhere.
Broadcasting organizations that oppose the ban warn that the plans for a turning point in junk food advertising could cause permanent damage to the industry, the Daily Telegraph said.
It added that a coalition of television companies, including ITV, Sky and Viacom, the owner of Channel 5, fought the fight against advertising for products with a high fat, sugar or salt content before 9 p.m.
A YouGov survey on the OHA made this month shows that 69 percent of people agree that children who see junk food marketing contribute to childhood obesity.
Approximately 72 percent of people support a 9 pm turning point on junk food ads during popular TV programs for the family, 70 percent support a 9 hour power cut on junk food ads online and 68 percent want a 9 hour rapid on junk food advertisements about digital advertising outside of the house, including cinemas and digital posters at bus stops or on verges, according to the poll.
WHERE THE LITTLE CHILDREN ARE VERY OBESE
- Richmond-upon-Thames (1.5%)
- Dorset (2.3%)
- West Berkshire (2.3%)
- Surrey (2.3%)
- Wokingham (2.4%)
- East Riding of Yorkshire (2.4%)
- West Sussex (2.5%)
- Cheshire East (2.5%)
- Wiltshire (2.6%)
- Buckinghamshire (2.6%)
- Hertfordshire (2.6%)
Source: NHS Digital
WHERE THE MOST CHILDREN ARE VERY OBESE
- Brent, London (7.8%)
- Sandwell (7.5%)
- Nottingham (6.9%)
- Knowsley, Merseyside (6.7%)
- Barking & Dagenham, London (6.7%)
- Manchester (6.5%)
- Birmingham (6.5%)
- Lambeth, London (6.5%)
- Newham, London (6.5%)
- Wolverhampton (6.4%)
- Stoke-on-Trent (6.3%)
Source: NHS Digital