A government minister has urged the advertising industry to be creative in persuading children to trade crisps and chocolates for apples and oranges.

Culture secretary Tessa Jowell warned that obesity kills around 30,000 people a year. She said that advertising messages stressing the benefits of healthy eating could have a greater effect than all the well-meaning government campaigns put together.

Jowell called on the industry to promote a balanced diet. She said: “Advertising need not be an adversary of those who want a healthier Britain. Find more and ingenious way to help people find a balance.”

However she did anger consumer groups by rejecting their calls for an immediate ban on junk food advertising on television.

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