Food advertisers' self regulation of their ads could not meet their own standards and failed to keep kids away from consuming junk food.

The researchers at Otago University's Wellington, who conducted the study, have asked the Government to give a thought to this concern and form tougher norms.

They mentioned about a 2007 survey, in which, 82% of parents and grandparents stated that they wanted to see a ban on publicity of unhealthy food to kids.

Most of the kids are overweight, as they tend to be tempted by the commercials and want to eat junk food that they see in advertisements.

The Advertising Standards Authority does not seem to be bothered about the scenario. This is why, they have not tended, to pay attention to the deteriorating health case of kids.

The examination conducted by public health researcher, Louise Thornley and contemporaries are of the opinion that the board fails to recognize the targeting of kids by advertisers, in order to annoy their parents for unhealthy foodstuff, as a convincing argument for complaints, that should be taken care of.