And so, an era passes.
Think about it.
Unless there is a climbdown, or a future government can be bothered to "roll back the state" (what a quaint concept) in this particular area, you will never again be able to see a television advert for cheese in a commercial break during The Simpsons, Hollyoaks, or similar youth-friendly programmes. Not in this country, anyway.
This may not seem that dramatic, yet. But mark ye, it's the thin end of the wedge. I predict a total ban on TV adverts, for whatever the medical establishment deems "junk food" at the time, within 5 years.