Sydney, May 19 : Majority of parents in Australia have urged the government to regulate junk food advertisements, as the commercials are making it harder for them to promote healthy eating habits among their kids, according to a survey.

The new survey released by consumer group Choice has shown that eight out of 10 parents want the Government to regulate the marketing of junk food to children.

And nearly nine out of 10 respondents admitted that junk food ads were making it difficult for them to promote healthy eating at home.

However, the survey did not reveal whether parents support a total ban.

"I don't think any parent wants to deny the occasional treat or sweet or trip to a fast-food restaurant, The Age quoted Peter Kell, Choice's chief executive, as saying.

"But what parents are saying is that they feel their messages for healthy eating are getting undermined at every turn by the relentless number of junk food ads," he added.

Kell said that at the very least parents wanted "fewer ads and less often".

The survey conducted by Newspoll showed that eight out of 10 respondents said their children beleaguered them for a food or drink product after they had seen an ad, or because a celebrity or popular children's character appeared on the packaging or in a promotion.

Meanwhile, Rudd Government said that they were waiting for new standards covering children's TV, including food and beverage ads, of a draft of which is expected to release by end of June.

However, advertisers had dismissed the results of the poll conducted over 320 parents in March, insisting that the sample was small and the questions were skewed.

"I wouldn't expect Choice to put out anything other than this," said Collin Segelov, executive director of the Australian Association of National Advertisers.

"It would be interesting to see if the results came out the other way, what they would do then," he added. (ANI)