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They were mourning the loss of a cereal-themed advergame created by General Mills.

The first widely-recognized advergame was Tapper, a popular "barcade game" released by Anheuser-Busch, which prominently featured the company's logos and products during gameplay.

Advergame marketing works specifically because of this level of repetition.

And a so-called advergame app called Squashies World, where players match pairs of Squashies by flicking them towards each other, was also banned.

Swizzels, which makes Squashies, said the advergame it created was not designed to appeal to children and did not "in any way" encourage children to eat sweets.