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Favourite cartoon characters used to advertise unhealthy foods

Children's favourite cartoon characters such as Bob the Builder and Bagpuss are being used to sell food products packed with sugar, salt and fat.

The consumer body, Which? said Action Man and Shrek are also among the 18 cartoon characters used to promote foods targeted at youngsters.

The report, "Shark Tales and Incredible Endorsements", says that 77 per cent of people think the use of these characters makes it difficult for parents to say no to their children.

Parents in focus groups labelled these promotions 'disgusting',' sick', 'outrageous' and 'despicable'.

Which? is calling on the companies who license these movie and TV characters, as well as food manufacturers, to be more responsible as to which foods these cartoon characters endorse.

The report found that just one portion of Bob the Builder or Bagpuss pasta shapes in tomato sauce contains 3.75 g salt, which is well over the daily guidance level for children aged one to three (2g) and those aged four to six (3g).

Winnie the Pooh (licensed by Disney) Rumbly Tumblies Bon Bon Buddies choc chip mini biscuits contain a lot of fat (25.7 g per 100g), saturates (9.9g per 100g) and sugar (19.8g per 100g).

Nick Stace, campaigns and communications director, Which?, says "Parents feel manipulated by these marketing practices.

"Too many characters loved by children are being used to promote foods high in fat, sugar and salt, leaving their parents feeling powerless to say no.

"Licensing companies and food manufacturers have to take responsibility to tackle the diet and health crisis. The Food Standards Agency needs to develop a standard setting out nutritional criteria for when these characters can be used on food products."

Which? is launching a wallet size guide to explain what is a 'a lot' of fat, sugar and salt, available free to download from Which?.

Where to next?

• Should advertisers be blamed or is the choice down to parents? Share your views in Discuss, Debate and Deliberate