Fewer adverts for 13 foods from this week - from porridge to sandwichesThe new rules also include a crackdown on adverts for sweets, drinks, pizzas, ice creams and breakfast cerealsView Image Young boy watching the TV at homeChildren will see fewer ads for unhealthy food from this week as a voluntary ban by advertisers takes effect ahead of a full crackdown in January. The restrictions will only apply to ads where products deemed to be unhealthy can be identified by viewers, meaning firms can still advertise brand names. Evidence shows that children’s exposure to ads for unhealthy food can influence what they eat from a young age, in turn putting children at greater risk of becoming overweight or obese. The Government has said that it estimates the ad ban will prevent around 20,000 cases of childhood obesity. Article continues below“This government is taking action to end the targeting of junk food ads at kids, across both TV and online.