LONDON: A UK children's advocacy organization claims kids want a ban on manufacturers using cartoons and movies to push unhealthy food at them.

The Office of the Children's Commissioner says youngsters are confused about mixed messages from marketers, the media and schools on healthy eating and they believe restrictions on advertising would help them make sensible choices.

A report for the commission also says children want the government to work with food companies to improve the nutritional quality of their products, to make healthier food cheaper and to require manufacturers to clearly label unhealthy food.

Comments children's commissioner Sir Albert Aynsley-Green: "We need urgent action to tackle the rise in childhood obesity and reducing children and young people's exposure to unhealthy foods would make a significant contribution to this."

Broadcast regulator Ofcom is currently considering four proposals for television food ads targeted at children [WARC News: 29-Mar-06], including a full ban before the 9pm watershed. A decision is expected next month.

Data sourced from Brand Republic (UK); additional content by WARC staff