UNTIL recently I had pooh-poohed the idea that adverts for things like fast food and fizzy drinks had a direct effect on out eating habits.

It seemed to me the idea that we are all mindless cattle, passively buying whatever we’re told to was a deeply cynical view of humanity.

That was until I went on a diet.

Now every billboard seems to feature some delicious-looking and calorie-ridden offering while every shop I step in seems tailor-made to throw the most scrumptiously unhealthy treats in my face.

Displays scream ‘Look at these delicious cakes!’ as I shove a load of vegetables into my shopping basket while colourful chocolate bars taunt me as I queue to pay for my petrol.

Even a McDonald’s billboard has me salivating at the thought of an Egg McMuffin – previously hardly at the top of my favourite foods.

Funny how you never see an advert proclaiming how great celery is.

Even having a quick look at Facebook or Twitter is fraught with danger as a result of the likelihood of one of my friends posting a picture of a delicious-looking chocolate cake they’ve baked or the remains of a pizza binge.

The thought of a trip to the chippy instead of yet another stir-fry or salad is often too much to bear.

I’m under no illusions that this is very much a first world problem – I chose to eat more healthily so I’ve only got myself to blame. And a treat every now and then is fine.

But clearly I was eating more sugar than I thought as all my body seems to want is sweet stuff.

I even had a dream in which I did nothing but scoff chocolates and sweets, and woke up desperately craving – oddly enough – toffee.

I’ve been able to hold out so far, albeit while stuffing a frankly ridiculous amount of fruit into my face in an attempt to sate at least some of my body’s sugar cravings.

But it’s only been a few weeks so don’t be terribly surprised if you hear of me going into a coma after eating 20 Mars bars in under a minute.

In the meantime I’ll stick to plain porridge and sticks of celery.

Delicious, delicious celery. Yum.