There will be no ban on HFSS (high fat salt sugar) foods to children under non-broadcast restrictions to come into force in the summer.
The Committee of Advertising Practice, the body responsible for writing the UK's non-broadcast advertising code, has unveiled new rules for campaigns targeting youngsters under 16.
Their introduction on 1 July will coincide with a crackdown on TV advertising imposed by Ofcom. Under the Ofcom regime, foods that are HFSS, based on the FSA's Nutrient Profiling Model, cannot be advertised around kids' TV shows.
But the CAP rules are less prescriptive, stipulating that, with the exception of fruit and veg, ads must not use celebrities or licensed characters popular with kids if they are targeting pre-school and primary schoolchildren; should not condone or encourage unhealthy lifestyles; promote excessive consumption of food or drink; use high-pressure techniques; or give a misleading impression of health benefits of a product.
Andrew Brown, CAP chairman said: "These comprehensive new rules are designed to help protect children's health while still allowing advertisers an appropriate degree of freedom to promote their products."
However, Jane Landon, deputy chief executive of the National Heart Forum, said: "It is extremely disappointing that CAP has refused to adopt the FSA's Nutrient Profiling Model."