Scotland's public health minister says adverts for food high in fat, sugar and salt should not be broadcast before the 9pm watershed.
Michael Matheson has written to Westminster's Health Secretary Andrew Lansley to try and get his support.
It follows recent research from Newcastle University which suggests children are still being exposed to the same levels of advertising for such foods.
That's despite Ofcom banning these commercials during programmes aimed at youngsters.
The National Heart Forum is backing the campaign claiming existing rules have delivered protections in principle but not in practice.
The government says advertising has a modest, direct effect on children's food choices and is just one aspect of trying to control what they eat.
The Government is taking action, including through its Change4Life campaign and the 'Responsibility Deal'.