THEY ARE a sinister bunch, Tony, Rik, Coco, Loopy, Pete and Pardner: a veritable band of cereal killers. Or so you might be led to believe after the results emerged last week of a survey into advertising.

Which? have compiled a league table of cartoon baddies after research found that two-thirds of people believe the characters should not be used to promote unhealthy foods aimed at children.

Reading like a most-wanted list, the top 10 has Moo the Dairylea cow as chief perpetrator of culinary cruelty at number one and includes Chip the Wolf (Nestlé cookies), Monster Munch (Walkers crisps) and Captain Crunch (Red Mill snacks). Kellogg's proved they're just grrrrreat by making it into the top 10 with four different characters.

Researchers said that out of 19 characters used by food companies, not one promoted healthier products.

Clare Corbett, a Which? campaigner, said: "It is cynical that food companies should use their cartoons to lure kids to foods they know are unhealthy."

Advertising rules prevent cartoon characters, such as Shrek, from being used to promote food and drinks high in fat, sugar or salt. But here is the honeynut loophole: there is nothing to stop companies using their own characters to promote unhealthy foods.

Latest figures suggest that 31% of boys and 29% of girls in the UK are already obese or overweight - figures that are expected to rise.

The fittingly named Rachel Cooke, of the British Dietetic Association said: "It is particularly worrying to see these findings at a time when we are struggling with an epidemic of one in three children suffering obesity. Food manufacturers are acting like dodgy salesmen who are knowingly using the flashy cartoons to attract children, which is irresponsible."

Meanwhile, Kellogg's mounted a defence of Tony the Tiger and his chums. A spokeswoman said: "Tony the Tiger first appeared on our cereals in the 1950s. Snap, Crackle and Pop appeared in the 30s, and Coco the Monkey has been on our packaging for more than 20 years. These characters pre-date the childhood obesity problem we face. Banning characters such as Tony from advertising is not the magic bullet we all seek."

I didn't think I'd ever find myself siding with a cereal giant, but when did you last see an eight-year-old out doing the grocery shopping?

It's easy to blame those nasty sugar-coated adverts brainwashing young minds into thinking that frosted flakes are cool because a cartoon tiger says so. But I'm afraid our children are what we feed them. From day one, the tenderest of taste buds are at the mercy of adults. The one group of people that can turn around our burgeoning childhood obesity problem is parents.

Seeing that our wee darlings are so susceptible to the powers of cartoon suggestion, we could enlist the help of some of our favourite TV characters. Popeye could advertise spinach, Bugs Bunny could boost carrot consumption and Bart Simpson could be drafted in on his skateboard to promote exercise.

Somehow, I don't think they'd fall for it, but it might make us feel better.

Alternatively, we could just feed our kids a healthy, balanced diet from an early age so they don't get hooked on salt and sugar.

It would certainly be rrrrrrrrrradical.