Certain advertisements currently being shown on Irish television could be banned under proposals for the new code on children's advertising.
Under proposals from the Broadcasting Commission of Ireland (BCI), food and drink advertisements which undermine the authority of parents or carers will be banned at specific times of the day.
This will include any advertisements with plot lines which show children manipulating their parents. Adverts which suggest that a child will be more popular at school or among friends if they purchase the product will also be banned.
The planned measures were outlined by the BCI in a position paper, issued in advance of the publication of its new draft code on children's advertising next month.
The code will relate to all children's advertising, but many of the proposed measures relate specifically to food advertising, which emerged as a primary concern during the commission's consultation period.
They also include a ban on celebrity and sports figures from endorsing food and drink products. This proposal came from consultation with children.
Television advertising for sweets, cakes, biscuits and confectionery will be required to show a toothbrush symbol on the screen.
Fast food advertising will also have to carry an on-screen message that this type of food should be eaten in moderation, as part of a balanced diet.
The measure in relation to the undermining of adult guardians and carers is likely to affect a number of advertisements currently running on Irish television.
According to the proposed measure, advertisements "must not undermine the authority, responsibility or judgement of parents or carers, such as using plot lines that show children manipulating their parents".
Advertisements likely to be affected includes a current HB ice cream advert which shows a child pretending to cry in order to get his mother to give him a bowl of ice cream.
A recent series of adverts for McDonald's could also fall foul of the new proposals. These adverts show children using various schemes, usually at the expense of their parents, in order to earn a euro.
Recent Dairylea Lunchables adverts, set in schools, could also be subject to the new regulations as it shows classmates looking enviously at the child who has the product. However, the BCI has decided against an outright ban on "junk food" advertising.
The commission has also given a commitment to review the code, which will only apply to Irish terrestrial channels, 12 months after the code is implemented.