The Broadcasting Authority of Ireland has launched a public consultation on how food and drink should be commercially promoted to children on broadcast media.
The public consultation is part of a review by the Authority on the diet and nutrition rules contained in its Children's Commercial Communications Code.
Under the existing rules, commercial communications that are of particular interest to children or those broadcast during children's programmes are required to be responsible in their messaging and portrayal of food and drink to those aged under 18.
Commercial communications include advertising, sponsorship and product placement.
The Children's Commercial Communications Code currently means that advertising to children has to be accompanied by an on screen message, encouraging healthy eating.
Celebrities are not allowed to endorse foods high in fat, sugar or salt.
But the expert group reporting to the BAI recommends further restrictions.
The group, comprised of nutrition and public health policy experts recommended a ban on advertising junk food- similar to on introduced in the UK in 2006.
The group found that as the gatekeepers of their children's health, parents and carers were also influenced by advertising, particularly for those under five.
The food industry, parents, teachers, those involved in health and fitness and children themselves are now being invited to give their response to these ideas.
A new code is likely to be in place by the middle of next year.
Launching the public consultation, BAI chairperson Bob Collins said it is casting the net as wide as possible to secure a broad base of views.
As well as industry groups, health organisations, groups that represent parents and children, advertisers and broadcasters, they are keen to receive input from members of the public.
Mr Collins said they will give due regard to all responses received, and also take into account public health concerns and ensure that - if there are changes to existing rules - they are proportionate and resilient.
If a clear requirement emerges to amend the existing rules on diet and nutrition, the BAI will produce a draft set of revised rules.
These will be put to a second public consultation to determine their final shape.
