At last Ofcom has unveiled its ruling on broadcast advertising to children. And as usual this industry is taking the rap for a whole host of social factors that have turned us into a nation of fatties.

Whether this ruling will make a difference to kids' waistlines is debatable. But what it does do is mark the end of a golden era in TV advertising. In the Channel 4/Sunday Times 100 Greatest Ads of all time, more than half were for food and drink (p32).

Of these 50% would not be made today, having targeted family viewers, while a third would already be restricted, being for alcohol brands. Indeed, alcohol firms are already finding it difficult to interpret their regulations.

So is this the end of creativity? Of course not. But what sort of age are we living in when faceless bureaucrats can ban ads because the soundtrack, by an unknown Icelandic band, is somehow appealing to kids? (p34)

And what's next? Parents unable to eat chocolate eclairs in front of their kids in case it tempts them? That may not be as far-fetched as it seems.