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Bad news for anyone who likes a side of One Direction with their Coca-Cola (and possibly that Larry ad everyone lost their sh*t over earlier this year) because celebs like 1D could be banned from promoting junk food as part of a new attempt to tackle obesity.

Yup, advertising watchdogs have announced plans to discuss restricting the marketing of food products high in fat, salt and sugar to humans up to the age of 16.

Currently celebs are already banned from promoting food and soft drinks to children under 12, but the powers that be want to extend this to cover teenagers too, as the Government prepares to unleash its new strategy for tackling childhood obesity.

If these new rules DID come into effect, it would mean that famous peeps like Gary Linekar and One Direction would have to ditch lucrative sponsorship deals with the likes of Walkers Crisps and Coca-Cola, while manufacturers could also be restricted on the use of child-friendly characters like Frosties frontman Tony The Tiger.

Oh GAHD what will poor Tony do? We can\'t imagine him starting a whole new career at his age - perhaps he\'ll have to go on Celebrity Big Brother or something.

Malcolm Clark, of the Children\'s Food Campaign, reckons banning celebs from pushing unhealthy food and drink to those 16 and under is a cracking idea.

"There should be limits on the use of heroes like Gary Lineker, pop bands and cartoon characters in the promotion of unhealthy food,\' he told the MailOnline.

"Children identify with these personalities and characters and so are more likely to follow their lead."

He also think bloggers/vloggers should be included under these tougher controls, adding:

"There is also an issue with bloggers, who are being paid to promote products without making it clear who is paying them.

"We need a simple set of rules that applies to children of all ages that parents can understand and are properly enforced."

WELL. Whaddya make of all that then? Let us know with a tweet over @Sugarscape.

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