Milk ads 'banned on children's TV'

Asda has limited its new commercials to skimmed varieties after its whole-fat milk fell foul of Food Standards Agency (FSA) guidelines.

The supermarket chain has written to Ofcom demanding changes to the formula used to decide which products cannot be advertised to youngsters.

Dr Judith Bryans, director of the Dairy Council which represents milk producers and processors but not retailers, said there was confusion over how the FSA's formula should be applied.

In theory, whole milk should pass the FSA's test based on official figures regarding its average nutrient content.

But in practice the actual nutrient content of Asda's whole milk differed slightly from this average and narrowly failed to pass the test.

Dr Bryans said: "The guidance needs to be very, very clear and I don't think it is just at the moment. I think it is detrimental to everybody, this confusion."

Ofcom's new curbs on commercials for unhealthy foods during children's TV shows were developed in response to rising obesity levels.

The FSA said whole milk could be advertised to children, based on official UK food tables regarding its nutrient content.

An Ofcom spokeswoman said the FSA would review its nutrient profiling model after a year of use.