London, Feb 22 - Britain's media regulator Ofcom extended its ban on junk food adverts to those as old as 16 on Thursday but angered health groups after it said it would phase in restrictions rather than enforcing a more immediate ban.
Ofcom is to impose the restrictions on television advertising of food and drink products high in fat, salt and sugar (HFSS) as it looks to combat the rise in obesity of Britains children.
According to the Health Survey for England, 16 percent of boys and 10 percent of girls aged between 2 and 10 are obese.
Ofcom said it would now ban adverts around programmes aimed at four to nine year olds from the start of April but delay extending it to adverts targeting those as old as 15 to Jan. 1 next year.
The move not to enforce the whole ban from April angered health campaigners but cheered advertising-funded broadcasters.
Advertising around children's TV programmes is completely banned in Sweden, and there are a range of restrictions within other European countries, but Britain's new proposals are among the toughest.
"Ofcom has slightly watered down already weak new rules." said UK group The Children's Food Campaign.
"This is hardly surprising given their insistence on trying to balance the physical health of kids against the economic health of broadcasters."
Consumer and health groups have been lobbying for a full ban on junk food TV ads before 9 p.m. as Britain's population continues to pack on pounds.
The British Medical Association has also urged Ofcom to go further.
The restrictions will apply to all broadcasters licensed by Ofcom and based in the UK, including international broadcasters transmitting from the UK to audiences overseas.