Mars wins over ITC in Milky Way ads battle. (Independent Television Commission, television adverts for Milky Way bars)

Mars has been handed a clean bill of health by TV watchdogs over controversial child-targeted ads for Milky Way.

Now it must wait until the New Year for the outcome of a separate six-month probe into whether the Mars Bar can continue to make its long-standing claim to help consumers "work, rest and play". And the Independent Television Commission (ITC) has pledged that heritage is no guarantee of immunity.

The ITC this week threw out complaints from the Health Education Authority and anti-sugar lobbyists that Milky Way -- "the sweet you can eat between meals without ruining your appetite" -- breaks ITC rules by encouraging children to eat sweet foods between …