If junk food producers in the European Union fail to develop a voluntary plan to restrict advertising to children by 2006 the EU will force them into it with strict legislation.

The EU's Commissioner for Health and Consumer Affairs, Markos Kyprianou, issued the warning this week.

Kyprianou called for makers of foods containing high-sugar and high-fat to make product labeling clearer and restrict advertising aimed at children.

Obesity in Europe is rising quickly, with about one in four European children considered obese. In Britain, experts estimate 50 percent of British children will be obese by 2020.

Kyprianou also warned the alcoholic beverage industry to cease advertising directed at people under the legal drinking age, or face advertising bans similar to those that regulate the tobacco industry.