IT has been revealed around 34 per cent of children in Wyre Forest aged 10 and 11 are obese or overweight, according to latest statistics.

The worrying figures, from the National Child Measurement Programme, mean there are around 350 children in the district that are obese – increasing the risk of developing heart disease in later life.

Leading heart charity the British Heart Foundation (BHF) is calling for a ban on all junk food television advertising before 9pm, as part of the Government’s Childhood Obesity Strategy, to help improve children’s health.

Analysis by BHF shows that weak regulations are creating loopholes that mean that food companies can advertise junk food – high in fat, saturated fat, sugar and salt – during programmes watched by children in Wyre Forest.

Mike Hobday, from the charity, said: “It’s worrying that so many children in Wyre Forest are obese or overweight.

“Carrying excess weight into adulthood increases the risk of developing heart disease in later life.

“We must not allow food companies to exploit a failing regulatory system that allows them to bombard TV screens with junk food adverts at the times when the highest numbers of children are watching TV.

“We need to protect young people against the sophisticated marketing techniques of junk food advertisers to help tackle the obesity crisis which threatens the heart health of future generations.”