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The Centre for Science in the Public Interest and Boston-based ±±¾©Èü³µpk10 for a Commercial-Free Childhood have argued that ads shown on the Nickleodeon cable network, which is run by Viacom, are harmful to children and encourage them to eat junk food.

The groups spoke out at a news conference in Washington yesterday, saying that letters had been sent to both parties to try to get a commitment from them to stop promoting sugary foods within 30 days. If this is not made, they will then go ahead and sue.

The centre said that using the characters to promote the brands on television aimed at youngsters was "deceptive and unfair" because children are not aware it is even a commercial.

Stephen Gardner, director of litigation for The Centre for Science in the Public Interest, said: "They think it's a very short 'SpongeBob' programme. And it's unfair because at a very important time in their physical and psychological development, kids are being encouraged to eat food that is just not good for them."

The centre said that of 168 ads for food that appeared on Nickleodeon during a review taken out in the autumn of 2005, 88 were for foods with poor nutritional quality.

The suit, which is to be filed in Massachusetts under the state's consumer protection laws, seeks to ban the marketing of food of "poor nutritional quality" to children under eight years old.

Kellogg has responded to the suit by saying it has a "long-standing commitment to marketing in a responsible manner" and would continue to educate and inform consumers of all ages about "the importance of both balanced nutrition and physical activity in maintaining a healthy lifestyle".

In the UK the, use of celebrities and cartoon characters in ads to promote junk food to children may be banned if new proposals put forward by the Food Standards Agency come into force.

At the end of 2005, broadcasting regulator Ofcom also announced its plans for similar restrictions on TV and the FSA urged celebrities not to endorse junk food to children, because of concerns about the growing level of obesity. 

The proposals could lead to the end of campaigns such as that promoting Golden Nuggets cereal, which uses characters from animated film 'The Incredibles', Walkers crisps advertising starring Gary Lineker and Pepsi ads featuring David Beckham.

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