Starting in September 2005, advertisers in France will have a choice between including health warnings on TV ads for any food or beverage with added sugar, salt or sweetener, or paying a tax equal to 1.5% of their annual ad budget to a national institute to promote healthier eating. In Ireland a ban on celebrities appearing in food and beverage ads aimed at children starts in January 2005, along with a mandatory health message in all confectionery spots. McDonald's Corp. is running a $1.8 million U.K. campaign aimed at kids featuring Ronald McDonald and animated fruit and vegetable characters called Yums. In two-minute singing-and-dancing animated spots, the Yums urge, "It's fun when you eat right and stay active." McDonald's said the campaign, by Publicis Groupe's Leo Burnett, London, is a direct response to government calls for food marketers to promote more active lifestyles.