Today, a new Euromyth is born. I pick up a Tory briefing in which I learn that the European Commission is planning to ban – wait for it – that bastion of British society, the Honey Monster! To wit:

“The European Commission is attempting to interfere with the way breakfast is advertised. Proposals have been made that would make it illegal for companies to invent fantasy characters such as the Honey Monster and Coco Monkey. The [Commission's] thoughts behind this [are] that such characters encourage children to eat food which [is] high in sugar, fat and salt and ultimately lead to an unhealthy diet and obesity. Breakfast cereal on our shelves would have to be marketed and packaged in new ways if the proposal comes into force."

Hah! I know eurosceptics like to exaggerate sometimes, but that’s the first time I’ve heard anyone accuse the Commission of being a cereal killer…