Junk food adverts will be banned on TV before the 9pm watershed in a bid to crackdown on obesity in the UK.
Foods such as burgers, fish and chips, sweets, sausage rolls and even fish fingers will be scrapped from the telly in the major shake-up.
Strict new rules will also stop companies from advertising snacks high in fat, sugar and salt online.
It's part of a huge anti-obesity drive that Prime Minister Boris Johnson is expected to unveil today, after he said obesity has to be tackled, The BBC reports.
Restrictions will stop short of the total ban which was proposed last year, and companies can continue to promote their products on their own websites and social media platforms.
The new measures - aimed to tackle more than a quarter of obese UK adults - are to be brought in from 2023, it is understood.
However, food companies have said the new move is a 'headline chasing policy' which will undermine existing measures.
The UK population's weight has risen since the early 1990s, with more than 60% of the adult population now overweight or obese, according to NHS Digital.
The PM has defended has previously defended mums who were reportedly pushing junk foods through school railings to their children following efforts by Jamie Oliver to improve school meals.
In 2006, he said: "I say let people eat what they like," he said. "Why shouldn't they push pies through the railings?"
This changed when he became seriously ill with coronavirus and was hospitalised at the start of the pandemic.
He said: "Losing weight, frankly, is one of the ways you can reduce your own risk from coronavirus."
The government already introduced measures on companies to tackle on childhood obesity with the 'Sugar Tax' in 2018 which applies to soft drinks such as Coke, Red Bull and Irn Bru.
