The proposals, outlined in a report by Ofcom, include options based on restricting the content, timing, sponsorship and volume of food and drink ads, following a 12-week consultation on the regulation of TV advertising on foods high in fat, salt or sugar aimed at children.
Ofcom says that some form of action is appropriate and necessary against a background of public health concerns about rising childhood obesity due to the over-consumption of unhealthy foods.
TV companies could lose as much as £100m a year from children's food ads when these plans eventually go ahead.
The first option that has been laid on the table is for timing restrictions to be put in place on specific food and drink products, which would see no junk food advertising shown in programmes specifically made for children, or none to be shown in programmes of particular appeal to children up to nine years old. There would also be no sponsorship by certain food products in these programmes.
Timing restrictions on all food and drink advertising and volume-based limits on all products are further proposals, while Ofcom has offered, as a fourth option, an invitation to propose a workable and effective scheme, combining some or all of the other three propositions.
With this last option, Ofcom is making an open invitation to all parties to put forward an alternative common position, if one can be identified, through the consultation process.
Food advertisers spent £51m on TV advertising in the 6pm-7.30pm slot in 2005 and well over £87m between 7.30pm and 9pm, according to Nelson Media Research.
Stephen Carter, Ofcom chief executive, said: "Proposals to increase regulation in open and competitive markets should always be subject to rigorous scrutiny.
"With childhood obesity, the case for targeted action has been made; but which action, and how this should be implemented, is the focus for this final stage of consultation."
The consultation closes on June 6.
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