Television adverts for sweets and crisps during children's programmes could be blocked in an effort to prevent soaring levels of child obesity.

Margaret Hodge, the Children's Minister, has told colleagues that it is time to investigate whether there should be new restrictions.

Responding to The Observer's campaign to encourage children to do at least two hours of sport a week at school, Hodge said she was willing to see if a series of 'smoking-type' protocols could be introduced to limit the adverts' effects.

Tobacco firms voluntarily agreed to stop advertising around schools and above newsagent shops before the Government finally banned cigarette advertising.

'I am getting a lot of lobbying around advertising and obesity for kids,' Hodge said. 'We've got to think about it, we can't just ignore it. We do not want to be accused of being the nanny state but we should at least think about doing something.

'Is it a problem? Absolutely. In between the children's programmes on a Saturday and Sunday morning are all these adverts for crisps and sweets.

'Children see things on the television, you then take them to the supermarket and then they are enticed into it. They are hugely influenced by it. [They promote] a poor diet.'

Hodge's inquiry is set to spark a fierce debate between the advertising and food industry on the one hand and campaigners for a healthier lifestyle on the other.

Officials from the Food Standards Agency, the Government watchdog, have travelled to Sweden to examine its ban on children's advertising. The agency is expected to publish a hard-hitting report in the new year drawing on academic studies which have said that children are powerfully influenced by advertising.

At the same time Sir John Krebs, the agency's chairman, will make a series of recommendations to Minis ters detailing how the influence of advertising, free token offers and food promotions linked to popular films could be curbed.

Recent government figures showed that cases of child obesity and diabetes linked to a poor diet and sedentary lifestyle are increasing.

Last week, The Observer revealed that Tony Blair has admitted that efforts to improve the number of people taking up sport has failed and has demanded a more interventionist government strategy on fitness.