When you think back to the cartoon characters of your childhood, appearing with such ubiquity that they felt like family ...

In a way, they represented a departure from the traditional junk food mascot, which tended to be an animal or creature bearing no relation to the product. Think the Cadbury’s Mini Eggs parrot ...

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In a decisive effort to tackle the rising rates of childhood obesity, the UK government has confirmed that a watershed ban on junk food advertising will come into force on 1 October 2025.