CURBING the sale of junk food at checkouts in a bid to tackle childhood obesity has been welcomed by health chiefs in East Lancashire.

Plans would see restrictions on retailers using promotions thought to cause excessive consumption of food and drink high in fat, sugar and salt by children.

This would include items such as fizzy drinks, sweets and chocolate at checkouts, end of aisles and store entrances.

Also included would be restrictions on multi-buy promotions such as 'buy one, get one free'.

The government has launched a 12-week consultation into its plans.

Cllr Brian Taylor, executive member for health and adult social care at Blackburn with Darwen Council, said he supported any move to help reduce childhood obesity.

He said: "I'm 100 per cent supportive of these plans.

"The more we can reduce opportunities for children to buy junk food in supermarkets and other stores, the better.

"Fizzy drinks in particular are a problem with some having as many as 15 spoonfuls of sugar in one can."

Cllr Taylor added that the council has its own 'Recipe for Health' scheme which encourages food outlets in the borough to produce food and drinks lower in fat, sugar and salt.

The borough has 35.6 per cent of its year six students overweight or obese and 23.5 per cent of its reception pupils, according to the latest NHS figures.

Hyndburn's health chief Cllr Munsif Dad, who presides over a borough which has nearly 40 per cent of year six students overweight or obese by the time they leave primary school, also backed the plans.

Cllr Dad said: " This is a welcome initiative to restrict opportunities for children who buy junk food at random from supermarket."

Nationally, NHS figures show one in three children is overweight or obese by the time they leave primary school.

Despite the complexity around obesity, experts are clear that the root cause is consistently consuming more calories than needed.

Recent research from the Obesity Health Alliance found that 43 per cent of all food and drink products located in prominent areas were for sugary foods and drinks, with just one per cent for fruit and vegetables.

The new rules would only apply to deals that promote food and drinks high in fat, sugar and salt that are most often consumed by children. They would not stop discounts on household essentials.

Public health minister Steve Brine said: "Preventing ill health is critical to our long term plan for the NHS, and I want to do everything in my power to keep people healthy for longer.

"This must start with the health and nutrition of our children.

"Tackling childhood obesity means working together across society, with industry, public services and families all having a role to play.

"All too often we hear people say less healthy foods are cheaper and easier but that is simply not the case.

"This is about ensuring businesses are doing their part to shift the balance and help children and families eat healthier options like fruit and vegetables."