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A draft Children's Advertising Code wants to raise the age of children covered by the code to all kids under sixteen, and limit the advertising of brands, as well as products.
This would mean brands synonymous with junk food wouldn't be able to have their logo on kids' sports uniforms, for example.
But the code is voluntary - and this draft might not be adopted.
The Advertising Standards Authority Chief Executive Hilary Souter spoke to Charlotte Cook.