Announcing Ofcom's decision to ban the advertising of high fat, salt and sugar products (HFSS) during children's television broadcasts, CEO Ed Richards asserted that the rulings were "significant but proportionate", offering a balance between the desire to protect children against the impact of advertising, "with the detrimental effects of a ban on British broadcasters" (Scotsman, 18/11). With the exception of Channel 4, which stated the recommendations were a "proportionate response to a complex social issue" (Guardian, 17/11), his critics, of which there were many, strongly disagreed.

With an estimated advertising revenue loss of £39 million per year for UK broadcasters, Five's CEO Jane Lighting stated, "the long-term future of UK-produced children's programming outside the BBC is bleak" (Times, 18/11). Melanie Leech, of the Food and Drink Federation was equally critical, "We are shocked that after a lengthy consultation Ofcom has moved the goalposts" (The Herald, 18/11).

Ofcom's recommendations went much further than expected and did not win the regulator any favours with health and consumer bodies, however. "Ofcom has betrayed children nationwide" declared Fay Mansell, chairman of the National Federation of Women's Institutes (Telegraph, 18/11). A sentiment upheld by Children's Commissioner, Sir Albert Aynsley-Green, "Children have been sold out yet again to the interests of profit" (bbc.co.uk, 17/11).