Children don't eat enough fruit and vegtables

A ban on marketing fatty, salty and sugary products at youngsters is one of the options supported by the study from the Food Commission campaign group.

It also backs those calling for a nationwide promotion of healthy foods and a possible "fat tax" on junk food advertising.

The report, which has been published by the Consumers' Association watchdog, urges firms to limit the use of salt, sugars, artificial flavouring and colouring in products aimed at children.

'Vulnerable

Kath Dalmeny, author of the report, said food and drink companies have particular responsibility to act.

"Whatever the claims of the food industry, it is responsible for creating a climate that encourages unhealthy food choices," she said in the report.

Food marketing currently promotes a grossly distorted image of what should constitute a child's diet Darren Neville Consumer Policy Review

"Children are especially vulnerable, but also especially targeted by companies that exploit a wide range of marketing practices to encourage consumption of their products."

The Food Commission also supports calls to designate schools as "advertising free zones" after concern at the way some food and drink companies are targeting youngsters through endorsement deals.

Darren Neville, editor of Consumer Policy Review, said: "At the moment children are being treated by the food industry as potential consumers and as a source of pressure on parents and families to buy certain products.

"They are bombarded with marketing and advertising for what are often unhealthy foods.

"Food marketing currently promotes a grossly distorted image of what should constitute a child's diet."

'Responsible

But Martin Paterson, deputy director general of industry body the Food and Drink Federation, said food and drink companies took a responsible view of their relationships with children.

"There are already codes of practice governing children's advertising and these state that ads should not encourage children to eat or drink frequently throughout the day, condone excessive consumption, or suggest that confectionery or snacks should replace balanced meals.

"Manufacturers use advertising and marketing to promote the many thousands of brands in a competitive marketplace.

"This can, in fact, help parents and children to build a healthy diet from the wide range of wholesome and tasty foods available."

A survey by the Food Commission in 2000 discovered that out of 358 foods marketed to children, 77% contained high levels of sugar, salt or saturated fat.