NEW guidelines to curb advertising aimed at children has been described as "timid" by a local MP.
Mary Creagh, who represents Wakefield, said new measures expected to be unveiled by telecoms regulator OFCOM will not go far enough.
Ms Creagh tabled a Private Member's Bill in June last year aimed at tackling childhood obesity.
Greatly restricting adverts aimed at children was one of her main concerns.
Ms Creagh said: "I think it's biased towards industry."
She said they were balancing the cost of broadcasters' revenues against the cost to children.
"I think it's unnecessarily timid and I'm disappointed they have ruled out the option of the nine o'clock watershed which I think would have had the benefits of clarity and simplicity.
"It's biased in favour of industry and against the interests of children and I don't think it's the robust thinking my Bill was calling for."
Ofcom has launched a ten-week consultation on the guidelines which come in response to rising levels of obesity in young people.
Its proposals are expected to restrict food and drink adverts aimed at children but fall short of banning them altogether.