LONDON (Reuters):

Britain moved to ban ads for junk food during children's television programming, taking one of the toughest stances in Europe in the fight against increasing childhood obesity.

Media regulator Ofcom put forward rules yesterday that would ban the airing of adverts for food and drinks high in salt, sugar or fat in connection with programmes that appeal to children under the age of 16 at anytime of day or night on any channel.

Advertising around children's TV programmes is completely banned in Sweden, and there are a range of restrictions within other European countries, but Britain's new proposals are among the toughest.

The decision left both advertising and health groups angry.

Ofcom said it had a responsibility to reduce the exposure of children to the advertising of such foods, balanced against the need to secure television programmes of high quality.

Consumer and health groups had been lobbying for a full ban on junk food TV ads before 9:00 p.m.

"Based on the evidence and analysis, we believe the case for intervention is clear," Ofcom Chief Executive Ed Richards said in a statement. "We will introduce significant but proportionate measures to protect children under 16."

According to the Health Survey for England, 16 per cent of boys and 10 per cent of girls aged between two and 10 are obese.

Ofcom launched a consultation in March this year after being approached by Tessa Jowell, the minister for culture, media and sport.