Women have gained almost three inches on their waistlines since the 90s

Earlier this year, a study by the University of Oxford found that every extra inch on the waistline increases the risk of heart failure by 11 per cent.

The analysis of health data on adults aged 40 to 70 showed weight circumference is the biggest risk factor for events over other obesity measures such as BMI.

Experts said the findings added to a body of evidence showing that extra pounds around the belly are far more important than overall weight.

Too much visceral fat, which sits around the internal organs, can impair the way heart and blood vessels function. Two out of three adults in the UK are either overweight or obese.

‘Eating like it’s Christmas every day’

Tam Fry, from the National Obesity Forum, said: “The figures for both men and women are alarming – too many of us are eating as though it is Christmas every day.

“Nice is quite right to urge that waist measurements be now taken annually from the time a child first goes to school,” he said, saying these could show the build-up of dangerous belly fat that can envelop vital organs, triggering conditions such as kidney disease and diabetes.

He said Britain could learn from other countries such as Japan, which insists workers’ waists are measured, under the Metabo Law, with employers fined if the measurement is too high.

Calling for firm measures to tackle Britain’s obesity epidemic, Mr Fry said: “I fear that the average British woman will never get down to the 28in waist that was her average in 1952.”

Health charities said the findings were “very concerning”, urging the Government to take action to reduce marketing, advertising and promotion of unhealthy foods.

‘Government has delayed measures’

James Leiper, an associate medical director at the British Heart Foundation said: “A larger waist measurement is linked to an increased risk of high cholesterol, high blood pressure, and type 2 diabetes, which can cause heart and circulatory diseases. Simple lifestyle changes can help you manage your weight and achieve a healthier measurement, including getting more exercise and eating a healthy Mediterranean-style diet.”

The charity called for “bold action” from the Government, including implementing delayed restrictions on the advertising and promotion of unhealthy foods.

Katherine Jenner, director of the Obesity Health Alliance, a coalition of more than 50 charities and organisations said: “Obesity directly costs the NHS around £6.5 billion a year, with billions more in costs from lost productivity and other economic losses, yet the Government has consistently delayed measures that would help make us a healthier nation, such as restricting advertising and multi-buys on unhealthy food.”

Malcolm Clark, a senior policy manager at Cancer Research UK, said: “These figures suggest that we are far from turning the tide on obesity. Being overweight or obese is the second biggest cause of cancer in the UK after smoking, and is linked with 13 different types of cancer.

“Frustratingly, the UK Government has failed to implement its own legislation to tackle this problem. Restrictions on TV and online adverts and price promotions on unhealthy foods passed into law in the last two years should be enforced as soon as possible. Every delay to do so is a missed chance to prevent cancer and save lives.”