Tony the Tiger, Rice Krispies elves and other characters set to vanish from adverts under new rules to tackle child obesity
New guidelines hope to put an end to promoting junk food in print and digital media
CHARACTERS such as Tony the Tiger will be banned from all media adverts in a bid to tackle child obesity.
Firms had already been stopped from using the likes of the Frosties mascot during kids’ TV shows to plug fatty, salty or sugary grub.
From July the characters will vanish from print, cinema, online and social media under new rules from the Committee of Advertising Practice.
Firms are already banned from using them during TV shows loved by children.
Dr Alison Tedstone, of Public Health England, said: “It is encouraging. The real test will be on whether it has any impact.”
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Kids aged five to 15 now spend 15 hours each week online, overtaking time spent watching TV.
One in three is too fat when they leave primary.
The characters can stay on food packaging after PM Theresa May called a ban too “nanny state”.
Tam Fry, from the National Obesity Forum, said: “In the battle to beat childhood obesity these new rules are beginning to tick all the right boxes.
“They are not perfect but these stringent provisions are very welcome and long overdue.”
Councils have called for more powers to ban junk food advertising near schools.
Councillor Izzi Seccombe, head of Local Government Association's Community Wellbeing Board, said: “It is not right that advertising unhealthy foods is unacceptable within the confines of the school building, but not outside.”