PARENTS in Wales are being hounded by their children to buy junk food they see on TV according to a health charity.

The British Heart Foundation wants a ban on junk food ads before the 9pm watershed.

A junk food ban is already enforced during children's programmes, but the charity wants it to go much further.

The BHF found more than two fifths (44 per cent) of parents in Wales with children aged four to 16 say they are badgered by their children at least once a week.

The recent study also revealed a third of children in Wales are currently overweight or obese.

And overweight children are more likely to carry excess weight into adulthood, putting them at greater risk of a coronary heart disease, stroke and some cancers.

The BHF is calling for the UK Government to introduce tighter restrictions online and ban junk food adverts being shown before the 9pm watershed to protect children from making unhealthy choices.

Mike Hobday, Director of Policy at the British Heart Foundation, said: “Regulations for TV and online advertising in the UK are weak.

“Loopholes in the system mean that every day millions of children are exposed to sophisticated marketing techniques specifically designed to lure them into unhealthy eating habits.

“This evidence shows that junk food ads are having a detrimental impact on children’s behaviour and are hindering parents’ efforts to get their children to eat healthily.

“We cannot allow companies to continue exploiting holes in the system at the expense of our children’s health.

“The Government must act now to help give children a stronger chance at fending off future heart disease.”

To sign up to the BHF junk food marketing petition visit bhf.org.uk/junkfood