Television profits are more important than our kids’ health. At least, that’s the view Australia’s television watchdog has been accused of promoting, following their refusal to ban ads for junk food.

Under a review by the Australian Communications and Media Authority (ACMA) into children’s television standards, advertisers will be banned from using popular characters and celebrities to promote products. A ban on advertising during pre-school children’s programming will remain. While restrictions on advertising during children’s programs have been strengthened.

However, despite intense pressure from parents and health authorities alike, the ACMA has decided against banning junk food ads on children’s television altogether, saying the link between food advertising and the childhood obesity rate was “modest.”

“As ACMA has indicated previously, it is not a health body and must rely on the evidence from the health research sector,” explained ACMA chairman Chris Chapman.

“There is only limited evidence about the benefits of banning food and beverage advertising, as this is an area where research is only beginning to emerge internationally and locally.”

Mr Chapman said without greater confidence that the ban would have a direct and real benefit to childhood obesity, a general ban would be “a blunt regulatory intervention with uncertain results and significant costs to the sector.”

The review comes on the same day a government taskforce report has called for the phasing-out of television advertising of junk food to kids.

But what do you think? Would banning junk food ads on tv really make a dent in the ever-growing rate of childhood obesity? Or should we be looking elsewhere for a solution?