Coke to can kids ads

Coca-Cola promised yesterday to stop advertising its fizzy drinks to children under 12.

In a victory for health campaigners, commercials for Fanta, Sprite, Coke and Diet Coke will not be shown during TV shows aimed at youngsters.

Schemes to market the drinks directly at primary schools will also be scrapped, unless there is an 'educational or physical' benefit.

This means the company can continue to sponsor school football and a recently announced £270,000 deal to fund debating skills through a link with the English Speaking Union.

Coca-Cola spokesman Martin Norris said: 'While we believe our brands are

appropriate to all ages, we recognise that, under a certain age, the decision to buy it should rest with a parent or guardian.'

Heinz also announced it would not get involved in promotions in schools. However, the food giant is still launching Fimbles pasta shapes based on the children's TV show.

Watchdogs say linking junk food to celebrities sends out confusing signals to youngsters. Some want a tax to be imposed on foods high in fat and sugar, with a total ban on advertising such products during children's TV.

The issue of firms promoting sugary and fatty snacks to youngsters and the problem of obesity in children is also being looked at by a House of Commons select committee.