Wow i thought this was about something much bigger. Its not at all a new concept. In the U.S junk food companies are constantly being pressured to stop advertising to children during cartoons and morning programs. This month Kraft announced that they were going to stop advertising their popular cookie "oreo's" to youth audiences. So its not as new of an idea as you might think.
No, it's not a new concept. Still, there's many types of pressure - consumer, public, government, ect. In this case, it's government, and it is not the place of government to do so. If anyone should be legislating the diets of children, it is the parents.