The battle of the bulge has landed on the crazy world of advertising.

From Jan. 1, 2015, new guidelines will make it tougher for food and beverage companies to advertise their products to kids aged 12 and below.

The nutritional minds from Ministry of Health, Health Promotion Board and the Don Drapers from Advertising Standards Authority of Singapore (ASAS) along with representatives from the food and media industries came out with these guidelines, collectively known as the Common Nutrition Criteria.

It will determine the maximum caloric, salt, fat and sugar content for products that can be advertised.

12 per cent of all primary, secondary and junior college students are obese and, get this, 80 per cent of parents and caregivers surveyed by the MOH two years ago said their children had asked for a particular food or beverage, after watching an advertisement.

According to Channel NewsAsia:

Products like chocolates and sugar-based spreads, as well as carbonated drinks, will not be allowed in these ads. Other F&B products will need to meet the guideline's nutritional requirements in order to be approved.

These guidelines will also apply to all media platforms such as:

- Children's subscription channels

- Free-to-air channels with timings for children's programmes

- Children-specific print publications

- Outdoor ad boards within 50 metres of a primary school

It's okay, London Choco Roll. Your sweetener? There's always Youtube.

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