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.They hope it will counter calls for tough laws banning junk food advertising targeted at kids.

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".

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".In August, the Australian Communications and Media Authority (ACMA) released research showing there was little evidence of a link between junk food advertising and obesity levels in children.

As a result, ACMA said it would not recommend any new advertising restrictions.But outraged health and parents' groups accused ACMA of failing to adequately protect children.The Queensland and South Australian governments have both flagged potential legislation, and earlier this month NSW Health Minister John Della Bosca joined them in calling for tougher regulation.

AFGC chief executive Kate Carnell says despite the ACMA findings "the industry is still keen to address community concerns regarding advertising to children".But the council argues self-regulation is more effective than new laws.In a document outlining the initiative, AFGC says "there is no evidence to suggest the current system of regulation for food and beverage advertising is failing".

"Therefore, the council does not support further legislation in this area."Ms Carnell said food manufacturers believed the responsible children's marketing initiative was the best mechanism to address parents' concerns about junk food advertising.She said an independent arbitrator would oversee the scheme.