Responding to the Advertising Standards Authority's ruling demanding that Kellogg's change its advertisement for Frosties breakfast cereal, Sue Davies, principal policy adviser for Which? said:
"It seems as if the Advertising Standards Authority is finally responding to the mounting evidence showing that advertising influences the foods that children choose to eat.
"If the government is serious about curbing the obesity epidemic it has to lose the couch potato approach towards companies misleading parents who are trying to encourage their children to eat more healthily.
"Which? wants to see the government using the opportunity presented by the forthcoming Public Health White Paper to include advertising restrictions on foods high in fat, sugar and salt during children's' viewing times."