The food industry has breathed a sigh of relief, following Ofcom's decision to resist an all-out ban on the advertising of food and drink to children.

Ofcom launched its 12-week consultation this week outlining plans to cut the volume of food ads seen by children in half.

It has set out four proposals, which include placing time restrictions on the amount of ads per hour that are seen during key children's viewing times, a ban on advertising foods that are high in fat, sugar and salt during programming for the under 10s and a ban on all food and drink ads during kids TV. A final option gives industry the opportunity to come up with its own solution, providing it has cross-sector support and fits with the government's aims to alter kids' preferences.

It restated its timeline to review the situation early next year, but intends to have new rules in place before then so evidence can be drawn.

The FDF will be consulting with the industry to build cross-sector support.