Summertime is ice-cream time, but the radio ads for HB are so icy that they've put me off the whole idea.

The ads suggest that it is funny for parents to psychologically torture kids by eating something enticing in front of them while not letting the kids have any.

In one, the mother eats icecream inside the house while the children, who are locked outside, stare in through the window. Mother pretends she cannot find the key.

In another the mother tells the child that she will share the icecream if the child runs as quick as the child can to get another spoon. While the child runs off for the spoon, the mother gobbles up the ice cream. When the child returns, the ice cream is gone.

Both these situations are cruel, they support the deception of children by parents and I fail to find anything amusing in them.

I also object to the notion that there is some ice-cream which is good enough for kids, and some that's too nice for them.

This implication that children should put up with kids' food is one of the reasons that our children are turning into fast-food addicts.

HB's more expensive ice creams may be very nice, but I don't like the ads. So when I want gourmet ice cream, I'll stick to Haagen-Daz and Ben & Jerry's, thanks.