The Better Balance initiative, which was submitted by the coalition last week, favours the last of four options set out by the UK advertising regulatory body.
This forth option was in essence an invitation to propose a workable and effective option that commands industry support.
Better Balance was signed by members of the coalition including Andrew Brown, director general of the Advertising Association (AA), Malcolm Earnshaw, director general of the ISBA and Melanie Leech, director general of the Food and Drink Federation (FDF).
The coalition said that the industry proposals share the governments commitment to focus on young children (the under 10s) and advertisements shown during their programme times.
"This package represents a very significant set of proposals from the overwhelming majority of industry," said Brown.
"We are committed to playing our part in tackling childhood obesity and we accept the need for new restrictions on food advertising to children. Ofcoms research showed that advertising has only a 2 per cent influence on a childs food preferences and our package therefore delivers a proportionate, balanced response that will be good news for parents."
If adopted it would mean no more cartoon characters like Scooby Doo, celebrities like pop bands like The Spice Girls, the latest movie characters or collectible gifts used in advertisements directly targeted at children.
It would also mean no more advertising of any branded foods during childrens programming on terrestrial TV.
In addition, advertising of food and drink would be limited to 30 seconds per hour all day on dedicated childrens channels, including GMTV Kids on Saturday and Sunday mornings.
The proposal underlines the fact that the coalition does not support the FSA nutrient profiling model featured in Option 1 of Ofcoms consultation. In fact, the coalition has questioned the claims made for the use of the model and believes the model as it stands is not scientifically robust and not fit for purpose.
But some organisations believe that Ofcom's proposals do not even go far enough. The UK's FSA for example has expressed 'disappointment' at the plans, arguing that they are an insufficient response to the problem posed to children's health.
In particular, the FSA (Food Standards Agency) criticised the consultation's focus on only on protecting children up the age of nine. It argued that any restrictions must protect children up to the age of 15 years old, particularly as children between 9 to 15 years often make their own food choices and purchases.
"With a quarter of all 11 to 15 year olds now facing obesity, we have to be sure that any restrictions on advertising are aimed at children of all ages to have a real effect in helping to reverse this trend," said FSA chair Deirdre Hutton.
"This includes making sure that we do not inadvertently restrict the positive promotion of healthy foods."
Nonetheless, the UK food industry is keen to portray itself as a pro-active participant in the ongoing debate on advertising and food consumption. For example, the FDF recently launched a new initiative designed to engage directly with families about food.
FDF is keen to work more closely with families on all issues relating to food and health," said Leech. "Thats why we are setting up a new family panel that can represent parents and children and work with and advise us on a regular basis."
The European Food Safety Authority (EFSA) will now be asked to consider the feasibility of developing a profiling tool within the context of nutrition and health claims. FDF said it is committed to working with EFSA and will consider the relevance of the outcome of this work for advertising purposes.
Ofcom set out four alternative proposals for new advertising restrictions.
OPTION 1: Timing restrictions on specific food and drink products.
No HFSS product advertising to be shown in programmes specifically made for children;
No HFSS product advertising to be shown in programmes of particular appeal to children up to 9 years old;
No sponsorship by HFSS products of programmes affected by the above restrictions;
BCAPs rules will be applied to food and drink advertising and sponsorship.
OPTION 2: Timing restrictions on all food and drink advertising.
No food or drink advertising to be shown in programmes specifically made for children;
No food or drink advertising to be shown in programmes of particular appeal to children up to 9 years old; No sponsorship by food or drink products of programmes affected by the above restrictions;
The above restrictions do not apply to healthy eating campaigns supported or endorsed by the Government;
BCAPs rules will be applied to food and drink advertising and sponsorship.
OPTION 3: Volume based restrictions on all food and drink products.
No food or drink advertising at all to be shown in programmes made for pre-school children.
A limit to the amount of food and drink advertising when children are most likely to be watching.
BCAPs rules will be applied to food and drink advertising and sponsorship.
OPTION 4: an invitation to propose a workable and effective option, combining some or all of the above and/or new elements, which commands industry support.