Junk food adverts will not be allowed to be shown on TV before 9pm, as part of a campaign to tackle obesity.
Foods including sausage rolls, fish fingers and pasties will be caught in the crackdown, the Sun reported.
Ministers will unveil the plans today, according to reports, leaving businesses facing a medley of restrictions that prevent them freely advertising online if foods don’t meet the government’s standards.
Small businesses however will be exempt from the rules, according to The Telegraph.
Kate Halliwell, chief scientific adviser for the Food and Drink Federation, told The Sun: “We are disappointed that the government continues to press ahead with headline chasing policies which will undermine existing government policies, principally the reformulation programmes to reduce calories, sugars, salt and portion sizes.
“The proposals would make it difficult to advertise many products that have been carefully reformulated or created in smaller portions in-line with the government’s own targets.”
For example, she said, Cadbury would not be able to advertise its 30 per cent reduced sugar Daily Milk.
Boris Johnson drew up an obesity strategy last year after being hospitalised with Covid-19.
Other proposals include a ban on discount deals for unhealthy foods and the requirement for large restaurant chains to put calorie counts on menus, though not on alcohol.