There are growing calls for more government regulation when it comes to junk food advertising.

Healthy Together Auckland has laid a complaint with the Advertising Standards Authority over an ad for Kinder chocolate aimed at kids.

Under the ASA's code - food like chocolate is not allowed to be targeted directly at kids.

Otago University, Wellington professor Louise Signal told Mike Hosking the model isn't working.

"There is clear evidence we have a significant obesity problem with our kids and the current model doesn't work here or around the world. The current system puts commercial interests ahead of our children."

LISTEN ABOVE AS LOUISE SIGNAL SPEAKS TO MIKE HOSKING