Junk food manufacturers could be banned from advertising during children's television programmes under plans being considered for inclusion in Labour's next manifesto.
Speculation has intensified since last week's critical health select committee report that the government will ban companies from targeting youngsters during the hours when children normally watch TV. The move has been opposed by the culture secretary, Tessa Jowell, and the health secretary, John Reid.
The Sunday Telegraph yesterday reported that Mr Reid had accepted that a ban during programmes shown at teatime on weekdays and on Saturday mornings should be implemented. One aide was quoted as saying: "We are aware that an outright ban is the nuclear option, but we believe it is the one we have got to take."
Yesterday a source close to Mr Reid said no decisions had been taken. "Nothing has been ruled in or out. A consultation is going on, and we have not decided on a nuclear option."
But Downing Street indicated that the issue was being "actively considered". "You have to make a distinction be tween advertising for children and advertising for adults. Children are obviously not in the same category as adults."
The furore over obesity, dubbed "hysteria" by one minister last week, comes after the publication of the health select committee report which revealed obesity had grown by almost 400% in 25 years, with three-quarters of adults now overweight or obese.
The committee called for a voluntary withdrawal of TV advertising of junk food to children, but warned that if action was not taken within three years the government should step in to introduce more direct regulation.
Tony Blair hinted that a junk food ban would not occur as he insisted it was down to individuals to take responsibility for their own health. "Being prime minister I should keep within the bounds of government policy, but I do think we can get this issue in the wrong place," Mr Blair told BBC1's Breakfast with Frost.
"The prime responsibility for people looking after themselves is with people. I can't make people slimmer. What I can do is encourage, for example, sport in schools. We can give information, we can try to get the food industry to behave responsibly. But it is quite important we don't end up thinking the government can somehow determine whether people are large or small."
