A ban on television advertisements marketing unhealthy food to children must be introduced, it was warned today.
The National Heart Alliance (NHA) called for a national policy to guide the marketing of junk food in the battle against childhood obesity.
"Children are exposed to the marketing of unhealthy foods on a massive scale," Michael O'Shea, chief executive of the Irish Heart Foundation, said.
NHA wants a ban on TV advertising of junk food
"With one in five Irish children now overweight or obese, we are already seeing increasing levels of diabetes and a real possibility of increasing levels of heart disease at a younger age resulting in a wide range of social, economic and healthcare problems."
At the launch of the alliance's position paper Marketing of Unhealthy Foods to Children, the NHA said immediate action on this one issue would be an important step in the fight against increasing levels of obesity.
The alliance said a national policy should include a ban on television advertising of unhealthy food, which is one of the most significant advertising mediums for certain food companies.
But the alliance admitted wider-reaching strategies, including measures to make children more physically active, were necessary to combat obesity.
The paper, which was prepared by over 30 organisations, recommends that the Government, European Union and other relevant bodies work together to ensure the television advertising ban is introduced across all countries and for all stations being broadcast.
The alliance said this would ensure cable and satellite stations would not undermine national broadcasting policies.
Mr O'Shea said the Government must immediately act to protect children against the marketing of certain foods as it wields a critical influence on childhood obesity.
Another member of the alliance, Margot Brennan, from the Irish Nutrition and Dietetic Institute, said education and support from the health community could only aid the problem to a certain extent.
Ms Brennan said the aggressive marketing of unhealthy foods was a contributing factor in the poor diets of some young people.
Martin Higgins, chief executive of Safefood, said it was eagerly awaiting the outcome of the review of the Draft Children's Advertising Code as it holds concerns over the continued advertising of high fat and sugar-laden foods.
PA