The government will shift some of the onus for living healthily back onto the British public today, as PM Tony Blair tries to distance his party from Nanny State claims.
People must take more responsibility for their health to relieve pressure on the NHS, Blair will say.
The prime minister insists that government does have a role in encouraging healthier lifestyles, but will warn the service could be crippled by the cost of treating those affected by obesity, alcohol abuse and smoking.
Speaking in Nottingham, the PM will pledge to consider banning advertising of junk food to children to boost public health, but added that he will give the industry a chance to self-regulate.
The speech follows the government's Small Change, Big Difference campaign, set up to encourage people to improve their health. "It has got to be about prevention as much as about cure," Blair said yesterday.
"The question is what can the government do for the future to encourage more healthy lifestyles and living."
He added: "We are in a situation where no matter how much money we spend on health, if we are carrying more cases of diabetes than we need, losing vast sums on treating alcohol abuse and smoking; if we are in a position where we are still carrying these costs, in time we have got a crunch in policy down the line."
Professor Danny Dorling from the University of Sheffield, an expert on health inequalities, does not think Tony Blair's ideas will be well received by the public.
"I think it will be perceived as insulting by those who it's aimed at.
"What you need to begin looking after yourself better is to have self respect, and self respect comes from being treated well by society.
"If you have a society that tells increasing numbers of people that they have less and less worth, while others are allowed to become richer and richer and richer, it's very hard to get people's self worth up."
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