Call For Full Ban on Junk Food says Ofcom

Ofcom want to ban all junk food adverts from the TV during the programes that kids tend to watch like the X Factor. Whilst I agree that sweet breakfast cereals, salty snacks and burgers are generally bad for kids (everything in moderation of course), surely its up to the parents to stop buying these things and control their own offsprings eating habits, or am I being silly?