Tough junk food advertising restrictions will fail to protect young people, Which? has claimed.

Advertisers will still be able to promote products with a high fat, salt and sugar content because Ofcom's suggested methodology used to define which programmes appeal to under-16s is fundamentally flawed, according to the Guardian.

“While Ofcom has recognised that its objective should be to protect children under 16, its proposed approach is completely flawed,” said Sue Davies, chief policy adviser for Which?

“Which? believes that a 9pm watershed is the only way to ensure that the restrictions are meaningful,” she added.