The August TV push will consist of three two-minute educational ads encouraging children to eat a balanced diet and take more exercise. The ads introduce cartoon characters called the Yums and will be constructed around four messages: eating five portions of fruit and vegetables a day, activity is fun, not eating too many treats, and drinking sufficient fluids.
In March, culture secretary Tessa Jowell called for the food and advertising industries to promote healthier lifestyles. Jowell warned that they have to be proactive to avoid measures such as an ad ban or watershed.
However, the initiative is not expected to satisfy anti-obesity campaigners such as Labour MP Debra Shipley, who is lobbying for a ban on children's advertising.
The ads will air during children's shows on terrestrial and satellite channels.
The fast-food giant worked with nutritionists, mothers and a director of TV ads aimed at children to produce the films.
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