Crackdown 'junk' cereal TV ads

Breakfast cereal giants are facing new restrictions on their television adverts, government sources have revealed.

Ministers have companies such as Kellogg's and Nestlé in their sights as research shows some of their products have more sugar than biscuits or cake.

A long-awaited report by MPs into Britain's obesity epidemic will this week criticise cereal manufacturers for making the problem worse by marketing sugary cereals as "nutritional".

The Government has long been worried about junk foods such as burgers and sweets, but sources say ministers feel cereals present a hidden danger.

"The problem is in some ways worse because they are telling parents and children their products are good for them, and breakfast is associated with being healthy," a government insider said. "At least with McDonald's parents know what they are dealing with."

Research by the Consumers' Association shows the worst offenders are the equivalent of eating a plate of chocolatechip cookies for breakfast.

Top of the sugar league was Nestlé Cookie Crisp and Kellogg's Chocolate Frosties, each with 41 per cent sugar content.

The Commons health select committee will this week single out breakfast products in its study on childhood obesity, and call for curbs on advertising.

Ministers are wary of an outright ban for adult foods but have an open mind on adverts directed at youngsters.

Health Secretary John Reid believes that children lack the maturity and information to make real choices.

One option backed by campaigners is to ban TV adverts for children's foods which contain too much sugar, salt or fat. Once they met healthy targets, the makers would be allowed to resume advertising. Other moves being considered are tighter self-regulation by the food industry to tone down their marketing and remove misleading claims.

Recent research shows that one hour of terrestrial television aimed at children can contain up to 11 adverts for food high in sugar. The MPs criticise Channel 5, which uses its Milkshake programmes as a vehicle for heavy advertising.

One study found Kellogg's All Bran, Quaker Oats Krunchies and Nestlé Golden Grahams contain four times the salt of a 25g bag of roasted peanuts.

Another said that, although Kellogg's described Frosties as "helping healthy bones", much of the calcium was provided by the milk rather than the cereal.