Vending machines in particular have come under fire as being avenues of entry into schools for junk food promoters, but there is little in the way of regulation and it is difficult for most people to properly analyze the real merits of a company referring to itself as "healthy." The Committee of Advertising Practice in the United Kingdom launched a proposal to limit media advertising for food and soft drink products high in fat, salt or sugar. The British Heart Foundation released its own government-funded advertisements, labeled "Food4Thought", which were targeted at children and adults to discourage unhealthy habits of consuming junk food.