The Green Party has called for the introduction of measures to restrict advertising aimed at children.
The party's communications spokesman, Mr Eamon Ryan, last night moved the Broadcasting (Amendment) Bill 2003, in Private Members' time, to restrict advertising on fast foods and toys and ban advertising to children under a certain age.
"The most important section of the Bill is that we can regulate advertising to children relating to products which have very high sugar, salt or fat content."
Under the Bill, he added, children's toy advertising should be restricted.
"I will leave the details of that to the Broadcasting Commission of Ireland, but I think it is valid to raise in the Dáil."
Mr Ryan said that his party also wanted to have the possibility of completely restricting advertising to children below a certain age.
"Other countries, such as Sweden, have done that. I think it is important that for us as politicians to set out that it is a valid decision to take."
The Minister for Communications, Mr Ahern, said he was baffled that the Bill had been published at this time, given that he had already instructed the Broadcasting Commission of Ireland, the independent regulator, to draw up codes on children's advertising.
The codes, he said, would not be woolly or unenforceable.
"They will form part of the broadcasting contract issued to all broadcasters by the BCI. If broadcasters refuse to abide by them, they can be forced off the air."
Mr Ahern said he knew that every member of the House shared the view that, as legislators, they should take appropriate and adequate measures to safeguard the interests of the children of Ireland.
Children, like adults, he added, were exposed to increasing amounts of advertising in all forms of media and in the ambient environment.
"Much of that advertising pushes products which are arguably not in the long-term interest of the individual child or of broader society."
The House will vote on the Bill tonight.
