Read: Junk food ads banned online and before 9pm on television

A total ban will be imposed on advertising unhealthy food online with ministers saying Covid-19 shows the need to get serious about obesity.

Although proposals to put calorie labels on pints of beer and glasses of wine were dropped, health campaigners praised “landmark” reforms that would put tight controls on the promotion of foods high in sugar, salt and fat.

Discount deals for such products will be banned, as will advertising them on television before 9pm as Boris Johnson recommits to tough action on obesity after his brush with death when he was suffering from Covid-19.

People will be rewarded with shopping vouchers for losing weight and exercising more under a “fit miles” incentive scheme to encourage healthier living.

Restaurant chains will be required to put calorie counts on menus, although pubs will not be required to add the same to beer pumps and bottles. Ministers concluded that alcohol was a relatively minor contributor to obesity and decided against piling more costs on the hospitality sector as it tries to recover from the pandemic.

Johnson had been wobbling on a total online advertising ban for junk food after howls of protest from the industry and from advertisers, who insisted there was no evidence for such a far-reaching move.

Read the full story in The Times.

Good health and well-being is one of 14 Levelling Up Goals launched to set out clear objectives for the UK's Levelling Up challenge.