Comprehensive mandatory policies are needed to fully protect all children from unhealthy food marketing.

The World Health Organization (WHO) have released a new guideline, "Policies to protect children from the harmful impact of food marketing" [1] which recommends the development of comprehensive laws to reduce children's exposure to unhealthy food marketing. This new guideline extends previous recommendations [2] to limit the adverse effects of unhealthy food marketing on the health of the world's children. We consider here whether these new recommendations go far enough.