Children repeatedly see adverts in which happy children are being made happy by happy parents giving them food and drink products that are high in fat, high in salt and high in sugar.
The sugar content of Quaker Sugar Puffs is a massive 49 per cent. It is 39 per cent in Kellogg's Coco Pops, 40 per cent in Kellogg's Frosties and 40 per cent in Nestle Golden Nuggets. The Food Standards Agency guidelines say that products that are 10 per cent sugar are high in sugar. Yet the powerful food and drink industry is allowed ruthlessly and cynically to target children with products that contain an amount of sugar way above what is good for their health.
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