Age restrictions are clear in Ofcom's proposed ruling on advertising to children, if more draconian than expected. Ditto the programmes affected. But the FSA's nutrient profiling-based definitions, which decree which foods are high in fat, salt and sugar and therefore make the ad blacklist, are harder to fathom.

Bizarrely, the system uses 100g or 100ml of a product to come up with its ratings - even if they're never eaten in such a quantity. The average bowl of cereal weighs about 30g without milk, for example, while few could manage more than 20g of Marmite at one sitting.

Products' good points are included in the overall totals - and these may outweigh the bad - but we can expect plenty of anomalies. The FSA says it wants to change food companies' cultures and encourage development of lower fat, salt and sugar products.

This week's brand news section features new reduced salt-and-sugar tomato ketchup and healthier oven chips. Guess which one is going to find it easier to advertise to kids?