The Broadcasting Commission of Ireland has launched a new Children's Advertising Code which comes into effect next year.
The new code will require advertisements for fast food and confectionery to carry health messages.
It will also prohibit the use of celebrities in promoting food and drink products during children's programming hours.
The advertising industry has criticised the code, saying it will result in loss of revenue for Irish broadcasters who have to compete with non-regulated channels outside the state.
Critics have also questioned the effectiveness of the code as over 50% of viewers watch non-national channels.
