5:31am UK, Thursday May 27, 2004

The death of a severely overweight three-year-old from heart failure is being used to symbolise the UK's massive childhood obesity epidemic.

A report by MPs said the girl had grown to 6st by the time of her death, more than double the recommended weight for a child her age.

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Warning for overweight children

And in a stark account of the problem, experts said children having trouble sleeping because they were so overweight were "choking on their own fat".

The Commons Health Committee report took a major swipe at ministers, the NHS food manufacturers and advertisers for an abject failure to improve the nation's health.

In the last 25 years, overall obesity rates have soared by 400% in Britain, with levels among children tripling within the last two decades.

The MPs' report says being overweight or obese costs the country £7.4bn a year and if it is not tackled will cripple the health service.

Their findings came as it emerged food advertisers were using "underground communication" techniques to sell products to children without their parents even being aware of the targeting.

The Guardian says a campaign to plug Kellogg's Real Fruit Winders saw advertisers plant characters promoting the product in the minds of children at concerts and in magazines.

Word of mouth between youngsters then spread the name of the product without parents being aware.

The Commons report called for a voluntary withdrawal of junk food advertising on television to children.

If the food industry failed to curb its targeting of children with unhealthy products within three years the Government should step in with direct action, advised the MPs.

The report was especially scathing about Tessa Jowell, Secretary of State for Culture Media and Sport, labelling her attitude to the impact of junk food marketing on children "naive".