At that time, eighty percent of all food advertising expenditure in children's airtime on terrestrial channels was for HFSS foods. These foods can form part of a balanced diet, but research shows that children's diets contain too much fat (especially saturated fat), salt and sugar, and not enough fruit and vegetables.

The nutrient profiling (NP) model was developed by the Food Standards Agency (FSA) in 2004-2005 as a tool to help Ofcom differentiate foods and improve the balance of television advertising to children. Ofcom introduced controls which restricted the advertising of HFSS foods in order to encourage the promotion of healthier alternatives. More ….