Remember that time when you and your friends sneaked Big Macs behind the school bikesheds? No of course you don’t.
But just as some of us might have indulged in the teenage adrenalin rush of an illicit cigarette years ago, so our kids may soon view junk food in the same way.
Today, the UK media regulator, Ofcom, put forward new rules to ban all adverts featuring junk food from TV aimed at under 16s. It would also ban celebrities from representing junk food unless they are intrinsic to the brand (someone had to keep Ronald McDonald in a job).
Ofcom does offer junk food pushers a quite bizarre olive branch though. Companies can keep advertising on kids’ TV as long as they don’t show their junk food in the ads.
That might make the big junk food companies look into left field for new brand representatives. Blue Cow perhaps?…..Ooo er.