No more cartoons for food advertising?

In the UK, food advertising to children using cartoons characters and celebrities might soon be banned. Brandrepublic (sub. req.) reports the Department of Health believes role models for children should not be used to endorse nor promote products high in fat, salt or sugar.
Can you imagine Kellogg’s without Tony the Tiger? (but are cereals junk food?)
If a law will pass, we can definitely foresee big problems for food brands which are also often promoting their products in co-marketing deals with movie releases.