The ban would see the end of many historical characters such as Tony the Tiger, Ronald McDonald, the Milky Bar Kid, ‘Snap,Crackle and Pop’ and the Honey Monster. Cartoons advertising healthy items such as the Jolly Green Giant look set to avoid the cull however.
The government also looks set to put an end to unhealthy food adverts on TV before 9PM, after Health and Social Care Select Committee urged the government to take action. MPs also turned their eye to ‘extra-free’ promotions which encourage consumers to order more food to be restricted.
A spokesperson for the Department for Health and Social Care, said: “Childhood obesity is a complex problem, decades in the making. That’s why we have the most ambitious plan in the world to tackle it, our sugar tax is funding school sports programmes and nutritious breakfasts for the poorest children, and we’re investing in further research into the links between obesity and inequality.
“We’ve always said that our 2016 plan was the start of the conversation, not the final word on obesity. We are in the process of working up an updated plan, and will be in a position to say more shortly.”