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We are seeing that advance, but we are also seeing huge and dangerous advances in the technology of advertising. The practice of advertising is one of the things that Adfree Cities highlights. Given the Government’s sadly inadequate ban on junk food advertising to children, we have seen a shift to more junk food advertising on billboards, which are not covered by those regulations. Adfree Cities points to an absolute explosion of adverts for something called the Big Arch burger—noble Lords can probably guess the company responsible for that. One of these oversized burgers contains 130% of the recommended daily intake of saturated fat for an average woman or 87% of the recommended average quantity of saturated fat for the average male.