I can perhaps respond to answer on the food industy's response to it.
The food industry worked very closely when the consultation was going on and worked consistently to look at ways that you could target interventions around advertising to children. I think the big disappointment for the food industry is the basis on which those interrelationships are being targeted, which is not proportional. There is a nutrient profiling model that is a 100-gram model, which is being devised by the Food Standards Agency, that determines which foods are classed as high in fat, salt, or sugar. The belief of the food industry is that it is not scientific, and there are many others from the academic world who have backed that view as well.
I think, firstly, the food industry is very willing to change. Many of the food companies here already don't target advertising to children under 12. I think there was a disappointment that at the last minute Ofcom directed its interventions to children up to the age of 16, when previously we'd always talked about children up to the age of 12.
On the question of whether the interventions will be effective, my belief is that most of the research we've seen has indicated that changing advertising practices to children has very little bearing on changing behaviour. But I think there is a willingness with the five food companies to make the changes that are necessary and not advertise during the children's viewing periods.