ITV’s boss has warned the Government’s ban on junk food advertisements before 9pm could cost the broadcaster ‘millions of pounds’.

Carolyn McCall has hit out against the move as ministers pledged to press ahead with the policy, despite complaints about ‘nanny state’ curbs and their impact on broadcasters.

The move is intended to tackle childhood obesity amid alarm that a third of youngsters are overweight by the end of secondary school.

The Government has announced that the restrictions will not take effect until October next year.

But McCall, speaking at the Royal Television Society convention in London, said Labour’s measures would be ineffective and ultimately damage the UK’s television production industry.

‘We’ve done loads of research to show this is not going to make a dent on childhood obesity,’ she said, stating the move would cost the maker of Love Island ‘millions of pounds’.

Shares in ITV gained 0.6 per cent, or 0.45p, to 81.1p yesterday.