Terrestrial channels Five and Channel 4 have issued responses to Ofcom's announcement today that it intends go ahead with a ban on the advertising of high fat, salt and sugar food and drink around any programming aimed at under-16s or that has a larger than average under-16 audience.

The statement from Channel 4 reads: "With this proposal we believe Ofcom has tried to strike a balance between reducing children’s exposure to HFSS advertising and ensuring the UK’s commercial broadcasters have the funding necessary to produce a range of high-quality public service output."

"We believe this is a proportionate response to a complex social issue, although any measure that puts further pressure on TV advertising revenues at a time when the market is experiencing a significant downturn will add to the financial difficulties that Channel 4 is facing.

Five’s chief executive, Jane Lighting, said the channel is disappointed that the measures are even more draconian than those originally proposed by Ofcom.

She added: “Five has a continuing commitment to broadcasting children’s programmes both for our Milkshake! pre-school audience and for older children. However, these restrictions will deny us substantial revenue and make the economics of producing children’s programmes a lot more difficult in the future."

“The long term future of UK produced children’s programming outside the BBC is bleak.”