The agency is this week preparing to vote on an action plan on food promotion, and as well as a TV ad curb it is pushing for changes to labelling on food targeting children.
However it has not called for a complete ban of the advertising of junk food to children despite being petitioned by numerous bodies to do so.
Instead its proposals focus on promoting healthy eating. These include restrictions on the use of BBC Worldwide characters to promote foods, ensuring that only products meeting certain nutritional requirements are endorsed. This follows criticism of the use of the Teletubbies to promote McDonald's.
The agency also suggests that celebrities should use their influence to encourage children to eat healthier options. Many groups have criticised stars for accepting money to promote junk food, with former footballer Gary Lineker once branded the greediest celebrity for his long-standing deal with Walkers Crisps.
The agency is also recommending that organisers of sporting events should only accept sponsorship from brands associated with healthier foods, a ruling that could see deals such as Coca-Cola's sponsorship of the Nationwide Football League in jeopardy.
Sir John Krebs, the Food Standards Agency chairman, said: "We are all responsible for taking practical action that will improve our children's diet and health. While parents and children have personal responsibility and make their own choices, our aim is to help them help themselves.
"The ticking timebomb that is childhood obesity is something that none of us can afford to ignore: schools, the government, regulators or the food and advertising industries."
The Food Standards Agency board will consider the proposals at a meeting on Thursday and then make its recommendations to the government.
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