Justin King, CEO of Sainsbury's is expected to call on the government to invest more in public health campaigns to help tackle obesity instead of introducing “flawed” food regulation.

Speaking at the annual Campden lecture for the food industry later today, King will argue that the food industry had already voluntarily done a lot to encourage healthy eating and the government should base future food regulation on “sound science and actual evidence” rather than headlines, according to the Guardian.

“To a large extent the food industry has always been something of a lightning conductor for some of the issues facing society and the economy,” King will say. “This has led, and may still lead, to some well-intentioned, but ultimately flawed regulation.

“Although many of us have been addressing health concerns for a long time, these issues are now regularly being discussed in the boardrooms of food companies in ways that would have been inconceivable 10 years ago, let alone 20 or 30 years ago.”

Consumers are also better informed, King will argue: “The products they buy give information about the nutrients and other ingredients including those to which they may be allergic, use by and best before dates, place of origin and contact details for the manufacturer.