It is too early to consider extending the watershed on the ban on advertising 'junk food' to kids, experts have warned, ahead of a Second Reading this month of a Private Member's Bill calling for it to be changed to 9pm.

Food and Drink Federation communications director Julian Hunt criticised the timing of the Bill on the grounds that the FSA was already conducting a review of the Nutrient Profiling Model and Ofcom of the impact of the current advertising restrictions.

" You have to question whether it is right to create uncertainty over the issues with this Bill if Parliament has already bought into a full review," said Hunt. "All the official data so far shows the reduction in advertising has far exceeded expectations and gone beyond the letter and the spirit of the law."

Dairy UK technical director Ed Komorowski used the recent Westminster Forum to urge the government to rethink moves for more restrictive legislation.

He also questioned the relevance of the Bill at a time when the issue of food and drink advertising to children was already under review by Ofcom. "The current ban on prime-time food ads imposed by Ofcom, based on the Nutrient Profiling Model has been a blunt and ineffective tool ," he added.

"The FSA should look at making dairy products a respectable part of the daily diet because they have a role to play in reducing obesity. Promoting a balanced diet is critical to the solution and until we focus on this, advertising bans will only be a distraction."

In December, Ofcom brought forward its July 2008 review on how the current restrictions on the TV advertising of HFSS products are working in the wake of the introduction of the 'Promotion of Food to Children' Bill by MP Nigel Griffiths.

The FSA has now denied recent reports that it is to relax rules on advertising certain breakfast cereals to children. However, the Association of Cereal Food Manufacturers said it was hopeful that the FSA would reconsider its position.

"The FSA's nutritional panel responded to our consultation paper last month advising that they would review a number of issues for our category," said an ACFM spokeswoman.

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