The number of food and drink ads seen by children has fallen 53% since the introduction of new rules on advertising high fat, sugar and salt products to kids, according to a review of the restrictions.
Ofcom carried out an interim review to assess the performance of the first wave of regulation on advertising junk food to children, which came into force in April this year.
The report, based on the Nielsen Media Database and covering all food and drink advertising, also said food and drink adverts targeted at children, not just those advertising HFSS products, had fallen by 59% since 2005.
Adverts on dedicated children's channels have fallen 49%.
"There are clear signs that the new rules are having the intended effect on reducing the amount of food and drink advertising that children are exposed to on television," the report concluded.
n Health secretary Alan Johnson has told a live
webchat that the government does not intend to introduce pre-watershed restrictions on TV food advertising.
In response to a question on the subject from a member of the public, he said: "We have no plans currently to ban junk food TV adverts prior to 9pm."