Junk food ads face ban

Television adverts for unhealthy food could be banned before the watershed as part of the government's new health legislation.

The health white paper, to be published on Tuesday, will aim to force the food industry to adopt tough self-regulation or face a legal restrictions.

Health secretary John Reid wants to end adverts for unhealthy food aimed at children because he believes they are contributing to rising levels of obesity.

Advertisers say a ban will have no positive benefit pointing to Sweden which has the same levels of obesity despite a long-standing prohibition.

Watershed

Reid wants all television adverts for food deemed unhealthy to only be shown after the 9.00pm TV watershed.

A new food labelling system, possibly using "traffic light" warnings, is also being considered.

A health department spokesman said: "We believe there's a strong evidence-based case for action to restrict the advertising and promotion to children of food and drink that are high in fat, salt and sugar.

"To have maximum effect, broadcasting limits need to be complemented by restrictions on advertising at the point of sale, on labels and packaging."

Criticism

But Liberal Democrat health spokesman Paul Burstow criticised the measure, saying: "If the reporting is true the health white paper is set to disappoint.

"It will be mixture of half measures that will fail to get to grips with the public health crises this country faces.

"Voluntary labelling of fast food will cause confusion and fail to inform the public.

"The measures on smoking will not protect staff who work in pubs and clubs."

Reid told the Sunday Programme the government wanted to help adults make informed choices about health.

"What people want in today's world is as much support and assistance from the government as possible to help them make the healthy choices which them will give them a better quality life and prolong their life," he said.