Tony the Tiger and Honey Monster should be BANNED from advertising sugary foods, say MPs (and Jamie Oliver)

Cartoon characters should be banned from promoting junk food in an effort to slash childhood obesity rates, a group of leading MPs has suggested.

The Health and Social Care Select Committee has led calls for a blanket ban on ‘brand-generated characters or licensed TV and film characters which are used to promote foods high in fat, sugar or salt.

The ban could potentially see the end of iconic characters such as Tony the Tiger and the Milky Bar Kid, while cartoon characters from summer blockbusters would also be blocked on appearing on fast food advertisements.

Giving evidence to the committee, TV chef and campaigner Jamie Oliver stressed that cartoons and superheroes must not be used to ‘peddle rubbish’.

Instead, Oliver believes that the characters should be used to promote healthy foods.

Other regulations proposed by the committee include forcing supermarkets to remove confectionery and other unhealthy snacks from the ends of aisles and checkouts.

They also say that junk food price promotions, such as multi-buy discounts and ‘extra free’ promotions should be restricted.

‘Children are becoming obese at an earlier age and staying obese for longer,’ said Dr Sarah Wollaston, Conservative MP and chairwoman of the committee.

‘Obesity rates are highest for children from the most disadvantaged communities and this unacceptable health inequality has widened every year since records began.

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‘The consequences for these children are appalling and this can no longer be ignored.’

It comes after a recent report from Public Health England showed that the food industry has failed to meet a recent sugar reduction target set by the Government.

Retailers, manufacturers, restaurants, cafes and pub chains were told to cut 5% of sugar by August 2017.

But the report showed that food manufacturers and supermarkets only cut out 2% over the first 12 months of the programme.

Responding to the report, Oliver said: ‘The Government needs to launch a multi-pronged strategy that pulls every possible lever to help support better outcomes for our kids.

‘In turn, we need to make healthier food cheaper and more easily available for parents.

‘Theresa May needs to own this now. The future of the NHS is at stake.’