Tony the Tiger and other cartoon characters on cereal packets face being banned under a Labour government.

Party deputy leader Tom Watson will today urge the advertising industry to stop using such images on sugar-laden products aimed at children.

If they refuse, a Labour government would bring in much stricter rules as part of the war against obesity.

Tony The Tiger, the advertising cartoon mascot for Kellogg's Frosted Flakes, made his first appearance in 1951. But he faces being banned under a Labour government that wants to crack down on advertising sugary products - particularly those aimed at children

That would mean a ban on Tony the Tiger, whose catchphrase ‘They’re grrreat’ has been used to promote Kellogg’s Frosties for nearly 70 years.

Other cartoon characters that would be outlawed include the Nesquik bunny on the drink and cereal, Coco the Monkey on Coco Pops and the Honey Monster on Puffs - formerly known as Sugar Puffs).

Mark’s and Spencer’s Percy Pig sweet range would also be axed as would the Milky Bar kid and the M&M’s characters.

The Honey Monster on Puffs - formerly known as Sugar Puffs - (left) would also be axed, as would Percy Pig from Mark’s and Spencer’s sweet range (right)

Mr Watson – who lost 7st and reversed his type 2 diabetes with a regime of diet and exercise that included cutting out sugar – will accuse advertisers of being grossly irresponsible.

In a speech to the Advertising Association this morning, he will say they have played a huge part in the rising incidence of obesity and rotten teeth, particularly amongst children.

Addressing the summit in North London, Mr Watson will say: ‘We are now a nation overweight, unhealthy and addicted to sugar - thanks in large part to the efforts of the advertising industry.

‘Sugar isn’t just rotting our insides, it’s rotting our teeth.

Deputy Leader of the Labour Party Tom Watson will outline the plans at a speech to the Advertising Association this morning

‘With child obesity at crisis levels, with a child having a rotten tooth removed every ten minutes, with teenage type 2 diabetes rising, we’ve got to call time on irresponsible advertising of unhealthy sugar-laden products.

‘As politicians and policymakers we are saying: Get that monkey off your pack. If the industry won’t reform itself, we will do it for you.’

Labour would change the rules by tightening the code set by the Advertising Standards Authority, the industry regulator.

Currently advertisers are banned from using ‘licensed’ characters such as Disney’s Mickey Mouse or Elsa from the Frozen films to advertise foods high in sugar, salt and fat.

But there is nothing to stop them inventing their own characters which, like Coco the Monkey, have become household names in their own right.

Labour would change the ASA’s code to extend the ban to these branded characters.

Earlier this week a major report accused major corporations of driving the obesity crisis by promoting junk food in the way tobacco firms push cigarettes.

Mr Watson will say that cartoon characters in adverts, such as Coco the monkey on Coco Pops cereal (pictured) have played a huge part in the rising incidence of obesity and rotten teeth, particularly amongst children

Compiled by 43 academics from 14 countries, the Lancet Commission on Obesity said there was a ‘fundamental and irreconcilable conflict’ between much of the food industry and the health of the nation.

The Government is currently consulting on imposing a 9pm TV watershed for adverts for products high in sugar, salt and fat.

But they are facing strong opposition from the advertising industry who have denounced the proposals as a ‘blunt instrument.’

A Kellogg spokesman said: 'We think people know that we’ve been working hard to offer healthier choices in the morning – we’ve slashed sugar in Coco Pops by 40 per cent, removed high-sugar Ricicles from sale and dropped the sugar in Rice Krispies too.

'At the same time, we’ve introduced new transparent labelling so people can make their own mind up about what they want to buy or not.'