Graphic "toxic fat" television ads will be splashed across Victoria in a bid to tackle the state's growing obesity problem.

The LiveLighter public education campaign "takes people inside their own bodies, showing the toxic build-up of visceral fat, which can dramatically increase the risk of developing serious health conditions", Cancer Council Victoria says.

LiveLighter

Health Minister David Davis likened the ads to those aimed at smoking rates, road safety and skin cancer.

"The LiveLighter campaign offers a powerful visual representation of what's happening inside the body of those who are overweight or obese and reminds us all of how dangerous overweight and obesity is," he said launching the campaign on Sunday.