The Broadcasting Authority of Ireland (BAI) has published new rules on junk food in children's advertising. The measures will mean advertising for foods that are high in fat, salt or sugar will not be allowed during children's programmes.

There will also be a ban on celebrity endorsement and movie tie-ins for ads directed at children.

The new BAI rules - revised versions of its Commercial Communications Codes - will also restrict the volume of advertising of these foods during general programming after 6pm but which are directed at children. It says such commercials shall not:

• Include celebrities or sports stars
• Include programme characters
• Include licensed characters e.g. characters and personalities from cinema releases
• Contain health or nutrition claims
• Include promotional offers

Despite restrictions on cheese advertising being included in the draft code there are to be no restrictions under the final code although there will be an on-screen message.

Speaking about the new codes, Chief Executive of the BAI Michael O'Keeffe, said "Having completed one of the most extensive consultations undertaken by the BAI, we are satisfied that the correct balance has been achieved and that the rules will create an environment that will support the health of children".

The decision to ban the advertising of certain foods during children's TV programming is probably just the first step in the government's plans.

The Health Minister James Reilly has also been vocal about a sugar tax - though he failed to convince the Finance Minister.

Newstalk's Political Correspondent, Páraic Gallagher explains what's now being imposed, and what could be coming soon.

They will come into force on September 2nd. These people gave their opinion on the new rules.

Read the full guidelines here