A BAN on cheese advertising has been labelled "shocking" by a Wiltshire cheese maker.

The new regulations, being introduced this month by television regulator Ofcom, will ban broadcasters from advertising cheese during children's TV programmes or shows that attract a large number of child viewers.

They are part of a Government clampdown on junk food TV adverts which is aimed at reducing children's exposure to food high in fat, salt and sugar.

The ban comes in the wake of evidence that television commercials have an influence on what children eat and are contributing to obesity in the young.

But award-winning cheese maker Ceri Cryer, of Hill End Farm, Brinkworth, says labelling cheese as junk food is a step too far.

In fact she says that cheese should play an important part in a child's diet.

"Children need calcium and cheese is a very good source of calcium," Ceri said.

"Cheese can neutralise acid in your mouth preventing tooth decay and it can arrest tooth decay that is already present.

"I find it quite shocking that cheese has been labelled a junk food because it is a great basic staple food which should be part of our diet."

Ceri has won a string of business awards for her cheese business.

She sells her produce at farmers' markets from Wanborough to Wootton Bassett.

Her low salt, non-processed cheese is made from milk from the Brinkworth herd.

Ceri is the fifth generation of cheese makers from Hill End Farm. Among other celebrated products are her Brinkworth Blue cheese and the Malmesbury Mold.

Ofcom's decision to ban cheese advertising has also been slammed by the National Farmers' Union.

Anthony Gibson, national director of communications for the NFU, said: "To suggest there is anything inherently harmful about cheese is absurd.

"It is not going to do anything to encourage the sales of cheese."

The Food Standards Agency used a nutrient profiling model to distinguish junk food from healthy food.

And the model officially labelled cheese as more unhealthy than sugary cereals, full fat crisps and cheeseburgers.

The model assessed the fat, sugar and salt content in a 100g or 100ml serving of food or drink.

But the British Cheese Board said that the typical portion size of cheese was 30 to 40g - not the 100g used in the FSA model.

Most cheese would be exempt from the advertising ban if a typical sized portion was used in the model, said the board.

Mr Gibson added: "There is no such thing as a bad food. It is just how much of it you eat, in what balance and how much exercise you take."

He said the regulations were "dietary nonsense".

Other foods caught by the junk food ban include Marmite, Jaffa cakes, takeaway chicken nuggets, sausages, bacon rashers, pizza, hamburgers and chocolate.

Foods that are not considered too unhealthy and that can therefore be advertised include currant buns, frozen oven chips, chocolate flavoured milk and lasagne ready meals.