Food industry pledges to curb junk food ads

Food and beverage manufacturers will today voluntarily introduce a code of conduct, vowing not to advertise products to children unless they promote a healthy diet and lifestyle.

Companies participating in the Australian Food and Grocery Council's (AFGC) responsible children's marketing initiative will commit to targeting children under 12 "only when it will further the goal of promoting healthy dietary choices and healthy lifestyles".

They hope it will counter growing calls for tough laws banning junk food advertising that targets children.

The initiative will apply to all television, radio, print, cinema and internet advertising "where the audience is predominantly children under 12", or where the program "is directed primarily to children".

The move comes as the federal government is expected to release major reforms into childrens television standards by early next year.

The action has been met with scepticism from nutritionists and health groups, who believe it to be an attempt to curb the extent of any proposed changes.