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Banning junk food adverts before the watershed will only cut two calories from a child's diet a day, research shows.
The Government revealed plans in March to restrict advertising of foods high in salt, fat and sugar on television and social media until after 9pm.
Rules - Childhood - Obesity - Rates - Record
They hoped the strict rules would curb soaring childhood obesity rates, which are already at a record high in Britain.
But its own research now shows the measures would barely make a difference to a child's diet, contrary to previous estimates by health campaigners.
Children - Time - School - Statistics - Health
One in three children are overweight or obese by the time they leave primary school, national statistics show, leaving health officials grappling for solutions.
Consultation on the latest phase of the childhood obesity strategy is currently under way.
Enforcement - Measures - Calories - Day - Equivalent
But enforcement of all proposed measures would save 19 calories a day in total, the equivalent of a tenth of a Cadbury Creme Egg, according to The Sun.
Stopping companies promoting their products between 9pm and 5.30am would only shave 2.28 calories a day off a child's diet, less than half a smartie.
Health - Ministers - Plans - Deals - Junk
Health ministers have also consulted on plans to ban shops offering buy-one-get-one-free deals on junk food and free refills on sugary drinks.
But this would only cut eight calories a day, or less than one Malteser, from a child's diet a day, an assessment by the Department of Health has revealed.
Skittles - Calories - Placement - Food - Tills
Fewer than two Skittles, nine calories, would be shaved off by banning the placement of unhealthy food near tills and shop entrances.
The advertising industry has said the small numbers are 'a drop in the ocean' and recognise more efforts must be made to change children's lifestyles.
Advertising - Association - Chief - Stephen - Woodford
Advertising Association chief Stephen Woodford told The Sun: 'Encouraging children to lead more active lifestyles would be a far better way to tackle obesity than a ban on...
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