A new children's advertising code which includes warnings and advice about fast food and nutrition is to be introduced on January 1st next year.
The code refers to advertising of products, services or activities of particular interest to children and/or are broadcast during and between children's programmes.
A section of the code refers to food and drink, and all ads for fast food will have to display a message stating that it "should be eaten in moderation and as part of a balanced diet".
Another provision is that celebrities or sports stars should not promote food or drink unless the ad is part of a public health or education campaign. Other areas cover undue pressure on children, general safety, a ban on violence, and another clause that Christmas-themed children's ads should not be broadcast prior to November 1st.
The code was developed by the Broadcasting Commission of Ireland (BCI) which yesterday officially launched it after submissions from members of the public, children, broadcasters, advertisers, health bodies and Government bodies in response to a three-phased consultation process run over the last 18 months.
The BCI chief executive, Mr Michael O'Keeffe, said yesterday they were engaging in dialogue with advertising industry representatives over the next month or two regarding implementation of the code.
"After that, we hope that the advertising industry will comply with the code, but there is a culture of compliance here," he said.
With the broadcasters in the Republic, the BCI would advise on ads. If any were not complying, complaints could be taken to the Broadcasting Complaints Commission.
"We agreed to a moratorium until January 1st so that if advertisers have difficulties regarding, for instance, definitions, changes can be made," he said.
Asked about the British television and radio channels which most people receive in the State, Mr O'Keeffe said that there were some differences in the UK children's advertising code but it was not radically different. He added that it was the first time there had been such a code relating to children in the State.
The BCI chairman, Mr Conor Maguire, said production of the code marked the culmination of considerable work on the part of the commission.
He said while legislation provided for a full review of the provisions of the code after three years, the BCI would review the diet and nutrition provisions of the code after 12 months.
"This was the area of the code which received most submissions, and we are keen to ensure that the provisions of this aspect of the code are both practicable and up to date, especially in light of the current debate on food in neighbouring jurisdictions and across Europe," Mr Maguire said.
The code was criticised by the Food and Drink Industry Ireland. Its business manager, Ms Rosemary Garth, said: "Despite some minor changes, the final version of the code lacks clarity, will be difficult to implement and completely discriminates against the food and drink sector."