The survey, by the Chartered Institute of Marketing (CIM), reveals that 76% of marketers think a voluntary code is the way forward in the face of mounting pressure from politicians and pressure groups who believe advertising to children fuels social division and so-called 'pester power'.
The survey polled 140 senior marketers across a broad range of industry sectors. Surprisingly, almost half of those questioned approved of government legislation as the appropriate route.
Publication of the CIM survey coincides with the news that Unilever has become the latest major marketer to sign up to the Media Smart initiative aimed at educating children about the role that advertising plays in society.
Unilever, whose brands include the Chicken Tonight cook-in sauces, Cornetto ice cream and Birds Eye Fish Fingers, joins a portfolio of supporters that include Kellogg, Masterfoods and Unilever's biggest rival Procter & Gamble, maker of Sunny Delight.
Media Smart, which was launched last autumn at an event attended by culture secretary Tessa Jowell, will be promoted in information packs currently being distributed to thousands of schools around the country. An above-the-line advertising campaign is also set to launch in the coming months.
Media Smart is backed by the CIM as part of its campaign on marketing to children.
The CIM survey shows 68% of marketers in favour of its role in helping educate consumers about advertising.
The development of Media Smart has, however, failed to appease those opposed to any form of advertising to children.
Labour MP Debra Shipley has condemned the industry for failing to act responsibly, and says Media Smart will do little to address the real issues because it focuses on children around the age of ten, rather than younger kids.
Shipley wants the government to follow the example of countries such as Greece and Sweden, which already operate a complete ban on advertising to children, while Ireland and Belgium ban ads during children's programmes.
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