Junior equalities minister Lynne Featherstone has called for health club operators to stop using "models with perfect bodies" in marketing materials as it could potentially deter people from joining clubs.

Speaking at the Fitness Industry Association's (FIA) Vanguard Council meeting, she encouraged gyms and leisure centres to instead promote "healthy and achievable" body images.

Her comments come as part of the government's Body Confidence campaign - spearheaded by the Government Office for Equalities - which the FIA is supporting as part of its work to increase the public's understanding of the benefits of exercise.

Featherstone said: "The health and fitness industry has an important role to play to promote healthy and sustainable ways to achieving realistic body shapes.

"We need to move away from selling the image of 'the perfect body'. Everyone has a different body type and there are no quick-fix solutions.

"So let's work together to change attitudes and encourage a more inclusive atmosphere in health and fitness centres. There are many benefits to exercise besides looking good. I know you will encourage people to join up because they want to challenge themselves, have fun and feel good about themselves - rather than solely because they want that perfect body."

FIA's CEO David Stalker said: "A weight focused culture, re-enforced by the emphasis within society placed on image and perception of what healthy looks like, creates the challenge we face in explaining this to the general public."

"The health and fitness sector is diverse with different operators taking different approaches to gain new users and inspire them to pursue their own goals. We recognise our responsibility to ensure that simply "being healthy" should be in everyone's list. But we can't do this on our own. This is a societal challenge and requires a societal response."