The UK Department of Health is banning junk food commercials on TV before 9pm and online at any time from next October. However, the list of products deemed too harmful to be viewed until young children are in bed is both arbitrary and absurd. The Government's own assessment found this censorship will cut just two calories a day from children's diets. Instead of an ad ban, education, exercise, and encouraging personal responsibility towards a balanced diet may be more effective in tackling the obesity crisis.