The chancellor, Gordon Brown, has welcomed Ofcom's ban on junk food ads around children's shows, saying he would host a seminar with broadcasters and other groups to see what more could be done.

A Treasury spokesman said the seminar, to be held at 11 Downing Street, would also include the media secretary, Tessa Jowell, and the health secretary, Patricia Hewitt.

"The chancellor welcomes Ofcom's report and their proposals to tighten the restrictions on the advertising of unhealthy foods during programmes that children watch," the spokesman said.

"Together with Tessa Jowell and Patricia Hewitt, he will be hosting a seminar at 11 Downing Street to listen to the views of parents and representatives of consumer groups, and to consider what more can be done in partnership with parents, broadcasters, community groups and government, to combat child obesity, increase healthy eating and raise rates of physical activity among our young people."

Jowell welcomed the ban, saying Ofcom had sought to strike a balance between broadcasters and consumers.

"I asked Ofcom to review, and to toughen up, the previous, inadequate rules and I welcome today's announcement," she said.

"This is a complex area. Ofcom have sought to strike a balance which promotes the health of our children, but also considers the impact on our broadcasting industries, while taking a proportionate view based on the evidence of the likely impact on the range and quality of TV programmes for children.

"I also welcome Ofcom's decision to consult further on the case for further action."

The Liberal Democrats also welcomed Ofcom's proposals, although they added more could be done to combat childhood obesity.

The party's media spokesman, Don Foster, said: "With up to 20% of our children overweight or obese, Ofcom's sensible proposals are only the start.

"The food industry must now play its part and Ofcom must agree that, if evidence shows these measures aren't working, the rules must get tougher still."

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