The campaign is backed by a number of health charities
The games industry has condemned a government advert suggesting children who play computer games may die early.
The advert from the Change4Life campaign shows a boy playing a game, with the slogan "Risk an early death, just do nothing".
The industry trade magazine - MCV - has complained to the Advertising Standards Authority about the advertisement.
The Department of Health said it is important be aware of the benefits of an active lifestyle.
A spokesman added that the government is "not saying children shouldn't play computer games".
Speaking to the BBC, MCV's associate editor, Tim Ingham, said its complaint to the ASA was fair and it had the backing of the games industry.
"This is a hugely inaccurate portrayal of an industry whose activity is far less sedentary than, say, watching TV.
"To say that video games are the main culprit in the UK's current obesity crisis is ridiculous," he added.
James Binns, director of publishing at Future Publishing - which produces many of the UK's games magazines - was also critical of the way gamers were portrayed in the advert.
"There's no arguing that the underlying objective to improve our children's health is incredibly important.
Rates of obesity are increasing among children
"That said, the message is misleading, and it is difficult to imagine this advert showing a child sitting still reading a book with the same hard-hitting message attached," he said.
Michael Rawlinson from the Entertainment and Leisure Software Publishers Association (Elspa), which represents the games companies, said the advert contradicted earlier talks with the government.
He said he was now trying to meet the charities which were supporting the campaign: the British Heart Foundation, Diabetes UK, and Cancer Research UK.
Mr Rawlinson said he wanted to tell them about the "responsible position" taken by the industry "as demonstrated on our Ask About Games website".
Andy James, director of relationships and marketing at Diabetes UK and spokesperson on behalf of the British Heart Foundation, Cancer Research UK and Diabetes UK Change4Life partnership, said: "We're surprised at this reaction to our campaign to tackle childhood obesity.
"Obesity is a massive risk to our nation's health, and a growing problem for children in the UK," he said. "If current trends continue, a staggering nine out of ten of today's children will be overweight in 2050 - leading to an increased risk of heart disease, Type 2 diabetes and certain cancers in later life."
"Of course we are not saying that children should not play computer games - but we are saying that children need a balanced and active lifestyle.
"Our campaign aims to increase awareness of the consequences of an unhealthy lifestyle and give parents the information they need to make informed choices," he added. "Designed with input from parents, our adverts examining diet and exercise inform parents that children need an hour of physical activity every day to reduce their risk of becoming overweight or obese as an adult."