Doctors want a ban on ads for sugary drinks that are aimed at children.
With one in four Irish kids already overweight or obese, a group within the Royal College of Physicians of Ireland (RCPI) is also calling for a ban on TV ads up to 9pm for foods that are high in fat, salt and sugar.
It wants the government to monitor all approaches to food marketing, sponsorship and brand management aimed at children - and to impose a 20% tax on sugary drinks in the next budget.
The RSCPI says official predictions suggest Ireland is facing an obesity epidemic with 90% of the population expected to be overweight or obese by 2030, unless drastic policy measures are taken.
In its first policy paper - The Race We Don't Want to Win - the RCPI says it is now time to protect vulnerable children in particular from slick advertising and marketing campaigns to promote foods and drinks that contribute to obesity by imposing a ban.
Co-chair of the RCPI policy group on obesity, Professor Donal O'Shea, said "We cannot expect that industry will take this responsibility on itself. The 'share a coke' campaign is one example of this - Coca Cola has an expressed commitment not to market its products to under 12s, yet almost all of the 100 most popular names of 7-8 year olds are included in their campaign."
"This is the food and drinks industry at its best - a hugely successful campaign - and one that fails to meet Coca Cola's own standards for responsible marketing."
"The consumption of sugar sweetened drinks is a major driver of childhood weight – and as such there should be a ban on the marketing of these, and similar products, to children."
It is recommending a ban on TV advertising of foods high in fat, salt and sugar up to 9pm, and a ban on marketing these foods to children.
It says the government should monitor all approaches to food marketing, sponsorship and brand management directly or indirectly aimed at children, and is calling for the introduction of a 20% tax on sugar sweetened drinks in Budget 2015.
A recent survey also found that over half of the public supports a tax on sweetened drinks.
52% of the public are in favour of the tax, compared to 46% against - while 87% of the population believe that sugar-sweetened drinks contribute to obesity among children and young people.
Specialist in public health and co-chair of the policy group, Professor Catherine Hayes, told the Pat Kenny Show here on Newstalk parents need to change what has been accepted as 'the norm' behaviour.
