LONDON: A recent study has found that junk foods are no longer a treat for children as they simple see them as a part of their standard daily diet, a finding that will add to the pressure on the British government to tighten advertising regulations on foods high in salt, fat or sugar.

According to the study of 500 children aged between seven and 14, carried out by the British Heart Foundation, 82 per cent do not consider crisps a treat; more than half think the same about sweets; while seven in ten do not regard fast food as an occasional treat.

"The infestation of artery-clogging foods that make up our children's everyday diets is putting their hearts and long-term health at risk," the Foundation's Director of Prevention and Care, Dr Mike Knapton, was quoted by 'The Daily Telegraph' as saying.

The charity wants the government to impose a ban on advertisement of junk food to children, which it says "creates confusion about what constitutes a normal diet".

Rules that came into force at the start of the year prevent advertisements for junk food being broadcast during programmes for under-16s. There is already a ban in place covering the under-10s.

"We are reviewing the impact of the current regulations on the nature of advertising. We are taking this seriously and if we do not see significant progress in the nature and balance of food promotion, then we will look at how we can make faster progress.

"We are also developing a comprehensive cross government strategy on obesity which will be published later this year," a spokesperson for the Department of Health was quoted as saying.