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More than 80% of consumers think the government needs to do more to control the way "unhealthy" foods are marketed to children, including packaging promotions, according to a survey by Which?.

The survey, released a week before the second reading of the Food Products (Marketing to Children) Bill at Westminster, also found that 83% of people believe that irresponsible marketing makes it harder to encourage children to eat a healthy diet.

The Bill seeks to introduce robust restrictions on broadcast and non-broadcast promotions of so-called unhealthy food to children – this could include packaging promotions such as cartoon characters, and competitions and free gifts aimed at children.

Clare Corbbett, food campaigner at Which?, said: "With childhood obesity and diet-related health problems on the increase, the government must take serious action and soon. It is a complex problem, but with approaches from every angle, including an end to irresponsible marketing, there's more chance of winning the battle against childhood obesity."

However, the Food and Drink Federation said it did not recognise the picture painted by Which?, and said the UK food and drink industry was one of the most heavily regulated in Europe on food marketing.

The Which? survey did not ask any specific questions relating to packaging.