Advertising junk food on television before 9pm could be banned if proposals in the Government's Pub
lic Health White Paper, to be published tomorrow, become law.
Dr John Reid, the Health Secretary, had been expected to propose banning such advertising during children's programming, in response to the increasing incidence of obesity in Britain.
But figures from Ofcom, the communications watchdog, showing that 70 per cent of television watched by four- to 15-year-olds is between 6pm and 9pm, mean that Dr Reid is likely to propose harsher restrictions and, unless food manufacturers agree to a voluntary code, they could face legislation.
Reports suggest that Dr Reid will also propose food labelling, perhaps a traffic-light system - 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. This would affect more than the usual suspects of burgers, confectionery, crisps and fizzy drinks. It might also include some soups, breakfast cereals and convenience foods popular with children, such as fish fingers.
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."
Dr Reid, speaking on GMTV's Sunday Programme, said 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.
He also said that measures were needed to encourage people to stop smoking, because banning smoking in enclosed public spaces would not, by itself, achieve that aim.
Opinion polls showed, he said, that people wanted severe restrictions on smoking in work and public places. In pubs the situation was "more complicated", and most people opposed a total ban.
"What most people have told us is that they do not want to take away the right of people to do that which remains legal, but they do not want people to have the right to damage other people's health or to inconvenience others," Dr Reid said.
"I have the task of trying to make sure that things shift in favour of the majority."
Dr Reid said that bans and restrictions could be considered, but other measures were also needed.
"We need to have a high level of taxation, we need to have a high level of assistance - nicotine patches, NHS Direct helplines and so on - but we also need to have persuasion and, occasionally, to shock people," he said.
Paul Burstow, the Liberal Democrat health spokesman, said: "If the reporting is true, the White Paper is set to disappoint. It will be a 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."
Andrew Lansley, the Conservative health spokesman, said: "The White Paper will make many bold promises. However, we have heard this before."
