The government will tomorrow unveil proposals to outlaw advertising junk food on television before 9.00pm.

The health secretary, John Reid, will also use the publication of the long awaited white paper on public health to propose food labelling, branding products from green, as generally healthy, to red, for unhealthy.

A television advertising ban would apply to food and drink with high fat, salt or sugar content.

One government source said last night: "To have maximum effect, broadcasting limits need to be complemented by restrictions on advertising at the point of sale, on labels and packaging."

However, media watchdog Ofcom has warned that banning advertisements during children's programmes would be "ineffective and disproportionate".

Reid told GMTV's Sunday Programme that the government wanted to inform people's 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 that will give them a better quality of life," he said.

However, the health secretary has backed away from proposals that would have given local authorities the power to institute outright bans on smoking.