Last year, hard-hitting rules were introduced by Ofcom, the broadcasting watchdog, designed to ban junk food companies from advertising their products during times of the day when children were likely to be watching television.
The move was an attempt to cut down on the growing problem of childhood obesity.
However, controversially Ofcom used the Food Standards Agency (FSA) definition of junk food – namely, any product that had high levels of fat, salts and sugar per 100 grams.
This meant that a range of goods, including Marmite, honey, most breakfast cereals, nearly all dried fruit, and many fruit juices were banned from being advertised.
A quirk of the rules meant that junk food brands, such as McDonald's, could continue to sponsor children's television programmes as long as specific products were not mentioned.
The food industry lobbied hard for the rules to be changed and the FSA instigated an independent review into its "nutrient profiling model".
The review has now ruled that "it is scientifically robust and fit for its intended purpose."
Apart from a small alteration to the complicated definition, 97 per cent of the products that were banned last year will have to remain off television screens during children's programmes.
The only products given a reprieve are a range of cereals including Weetabix Weetos and Oatiflakes, Quaker oat granola, and Kellogg's Special K Sustain. Some crisps are also being allowed back.
A spokesman for the Food and Drink Federation said it was upset that its arguments had not been listened to, especially its point that people only consumed Marmite and honey, for instance, in very small quantities.
A spokesman said: "It is disappointing that nothing is being proposed that would make the model more pragmatic. In addition, we are not sure that the suggested tweak will provide enough of an incentive for companies to reformulate certain types of food."
Chris Werman at Kellogg's – which is still banned from advertising Rice Krispies and Corn Flakes – said: "We are disappointed that they have not considered the amount of cereal actually consumed by people at breakfast.
"While a ready meal is measured as it is made, a cereal is not. We still think there is some work to do."
However, the FSA said monitoring calories per 100 grams was the most effective way of cutting down on childhood obesity.
Dr Susan Jebb, one of the experts who reviewed the definition of junk food and the Head of Nutrition and Health Research at the Medical Research Council, said: "Comprehensive testing by scientists in the UK and internationally has shown this model to be far more robust than others. The proposed change will improve it further and make it easier to use."
