The cost of the loss of children's food advertisers to TV companies could be as much as £100m a year, according to industry sources.
The recommendations, which will be announced today, are part of Ofcom's 12-week consultation on the regulation of TV advertising of food and drink products to children.
The proposals include options based on restricting the content, volume and scheduling of food and drink ads.
The recommendations on content, produced in partnership with the Broadcast Committee of Advertising Practice, will also consider restrictions on the use of celebrities who specifically appeal to kids, such as pop groups. It is understood that the plans are likely to be applied to promotions at a later date.
Industry sources agree that a ban on advertising during children's programming is inevitable, although there is likely to be a debate on what constitutes a children's programme. One source suggests it will include all shows airing before 9pm whose audience is made up of at least 25% children.
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 Nielsen Media Research.
Volume of food and drink ads will also be tackled, with a proposal that sponsorship time should be counted as spot advertising.
"One proposal is that 30 seconds of food advertising is allowed in one hour, but a sponsorship such as Cadbury's 'Coronation Street' deal would use up that allocation," said one source.
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