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Junk food ads could be banned from prime time TV in a bid to tackle childhood obesity, according to The Scottish Government.

Michael Matheson has written to Westminster Health Secretary Andrew Lansley to ask whether he would support a move to introduce a ban across the UK.

It follows recent research from Newcastle University which found that children are still being exposed to the same levels of advertising for such foods, despite Ofcom banning these commercials during programmes aimed at youngsters.

Matheson commented: "Broadcast advertising influences the choices made by children and can shape their attitudes to food as they grow into adulthood.  Tackling obesity and encouraging people to make healthier life choices is one of the most important things we can do to improve the health of our nation.

"The reality is that broadcast advertising is delivered across the UK and we need strong action and co-operation between Governments to address this issue.

According to the UN and Ofcom studies, the restrictions brought in by Ofcom have been adhered to by children's channels and broadcasters showing programmes specifically aimed at children.  However, a loophole exists that allows HFSS food adverts to feature during programmes with a high child audience such as soaps and talent shows."

Jane Landon, deputy chief executive of the National Heart Forum, added: "We welcome the Public Health Minister's call on the UK Government to restrict unhealthy food advertising before 9pm. The existing rules have delivered protections in principle, but not in practice.

"The current crisis in children's dietary health urgently demands bolder measures. Moving up to a 'watershed' restriction will help achieve the original policy aim to 'reduce substantially' children's exposure to advertising for foods high in fat, sugar and salt."