Melbourne, Oct 24 : Junk food advertising is set to face a ban on children's TV Down Under.
Such ads will be banned under an agreement by some of the biggest food and drink manufacturers.
The Australian Food and Grocery Council has announced a code to ensure that its members advertise only healthy food, when the audiences are children as young as 12.
The code will also apply to advertising during movies and radio programs, in publications, and on websites and computer games.
Even the use of popular or licensed characters such as the Wiggles, Shrek and Kung Fu Panda, will be ads promoting junk food.
The council members include Coca-Cola Amatil, Mars, and Cadbury- Schweppes. McDonald's is also expected to join the council.
Food and Grocery Council chief Kate Carnell said that the code would ensure only healthy foods and drinks would be advertised during programs watched by primary school children.
"We don't think the nanny state or lots of censorship is what this is about," News.com.au quoted Carnell, as saying.
"This is a particular chunk of programs where often younger children are watching on their own and may not be mature enough yet to make healthy decisions for themselves," she added.
An independent arbiter and complaints system will be established to ensure participating companies comply.