SOMETHING MUST BE DONE TO SAVE THE CHILDREN

Professor Phil James is demanding action on childhood obesity:

He said adverts must be restricted, and healthy diet and exercise promoted.

"If you are a parent you are in big trouble in most countries in Europe. Your attempt at being a good parent is being sabotaged - and I am using that word deliberately.

"You need to bring your children up in a micro-environment. You have to protect you children from the damaging environment in which they live."

He said it was well recognised that advertising companies used child psychologists to "manipulate" the desires of the children beyond the influence of the parents.

"Commercially it is very successful, it works. It is incessant, subtle and brilliant, and that really is a huge challenge for parents."

He added: "We should stop the commercialisation of children. It is the first time in the world that has ever happened, except for chimney sweeps and child labour.

"It is in the same category - condemning a child."

He called for a ban on all soft drinks and significant reduction of the amount of sweets available, while insisting children try healthy food they claimed not to like.

How about a ban on do-gooders and academics lecturing us about what we eat?