Effective Jan. 1, junk food and drink manufacturers were banned by the state from running their advertisements on U.K. television for programs under 16. It extends an existing ban for shows that targets children below 10 years old.

The prohibition seeks to curb the rising incidents of obesity among young Britons. It affects commercials for food and drinks high in fat, salt and sugar. The ban includes advertisements for youth-oriented and adult television programs that have large numbers of young viewers.

Communications regulator Ofcom developed the restrictions after a series of public consultations that drew debates from those in favor of and those against the ban.

Health and consumer groups want the ban even before 9 p.m., saying many TV shows popular with young people start early. But the Advertising Association, in a report released October, said commercials for junk and fast foods viewed by 4- to 9-year-olds was already down by more than 25 percent compared to 2006.

The ban includes not only advertisements, but also celebrities and cartoon characters identified with fast foods like Ronald McDonald, Gary Lineker who promotes crisps and Scoobydoo who plugs sugary snacks and drinks.