Children are suffering because of unhealthy diets, leading the British Food Commission to support a ban on marketing fatty, salty and sugary products at kids, according to a report.

The report states that new laws are needed to limit the use of salt, sugars, artificial flavoring and coloring in products targeted at children, and supports the nationwide promotion of healthy foods and a potential "fat tax" on junk food advertising.

Food and drink companies are particularly responsible for encouraging consumers to make unhealthy food choices, according to report authors. Children are especially vulnerable as they are targeted by a wide range of marketing practices not only as potential consumers but also as a source or persuasion to encourage family members to buy particular products.

The Food Commission also supports proposals to make schools "advertising free zones," as food marketing often presents a distorted image of what should make up a child’s diet. According to a survey conducted by the Food Commission in 2000, out of 358 foods marketed to children, 77 percent contained high levels of sugar, salt or saturated fat.

Food and drink companies stated that already follow set codes for children’s advertising use marketing to promote their particular brands in a competitive marketplace so that parents and children can choose from the wide range of foods available.

BBC News February 26, 2003