Unhealthy and fattening foods are being advertised to children in too many commercials, the agency Safefood has claimed.

In its submission to the Broadcasting Commission of Ireland (BCI) made over the weekend, the agency said obesity was a worldwide problem and it was "appropriate to adopt a precautionary approach in relation to the promotion of food to children".

The agency has a mandate to protect and improve public health maintaining confidence in the food supply in Ireland.

It said marketing should not be used to promote "energy-dense and micro nutrient-poor food". It also called for regulation on "both the timing and the amount of advertising to children by types or category of food being advertised". It also said it opposed celebrities promoting food.

It said children were one of its key audiences. Its submission claimed: "Many desired behaviours, in relation to food, are learned at a very early age and normal marketing techniques can act in very positive ways in facilitating the development of these very characteristics."

In response to questions posed by the BCI, it said children should not be made to feel inferior or unpopular for not buying certain products.

It said children should not be made feel inferior or disloyal if they did not use a product or service. It also called for a ban on food advertising aimed at pre-school children.

Mr Barney Whelan, director of communications at Safefood, said while a primary aim of the organisation was to provide information, it was particularly concerned about inappropriate advertising targeting children.

He said it was important that any children's advertising code took account of appropriate advice on sugar, salt and fat levels in food.