Children should be exposed to fewer television ads for anti-impotence drugs and need to be shielded from an advertising onslaught in general, the leading U.S. pediatricians’ group said on Monday.

The American Academy of Pediatrics, in a new policy statement, urged doctors, parents, legislators and regulators to limit children’s viewing of television and access to the Internet, move some TV ads to later hours after bedtime, and restrict how alcoholic beverage makers promote their products. The AAP also endorsed more birth control ads.

“If we taught kids media literacy, you can essentially immunize kids against advertising,” said statement author Dr. Victor Strasburger, a pediatrician at the University of New Mexico in Albuquerque.

The average American child is bombarded by 40,000 product advertisements a year in all media ranging from television to billboards created by the $250 billion U.S. advertising industry, said Strasburger, adding that children younger than 8 years are especially gullible.

He said advertisers and broadcasters bear a responsibility to teach and not just exploit child consumers.

“We’d like to see more birth control ads,” Strasburger said, “and less ads for erectile dysfunction drugs because it makes sex seem like a recreational activity.”

He said there is no evidence that advertising birth control products would increase promiscuity.

The pediatrician group urged the U.S. Congress or government regulators to restrict the airing of erectile dysfunction drug ads until after 10 p.m. when fewer children are watching television.

“I would like to see parents energized and more sensitive to the impact of media on kids,” Strasburger said. “If they observed (AAP) guidelines to allow children no more than two hours of entertainment media a day, that alone would limit exposure.”

Studies have shown a direct relationship between advertising exposure and youths who try smoking or drinking alcohol, he said.

Children who watch more television - presumably exposing them to ads for fast food, snacks, soft drinks and candy - are more likely to be obese, although no studies show a direct correlation between advertising and obesity, he said.

“If we can make the airwaves healthier, and make advertising healthier, then it makes more sense than putting 50 million children on a diet,” Strasburger said.

An advertising-industry spokesman said food companies and advertisers already have responded to the obesity epidemic by promoting healthier products and by following recently revised guidelines for commercials directed at children.

“It’s not like the industry is out there ignoring this,” said Jim Davidson of the Advertising Coalition. “Everyone in the food industry knows we have a challenge in childhood obesity.”

Tobacco and hard liquor have long been restricted from advertising on television and Davidson noted brewers have pledged not to advertise on TV programs where children make up more than half of viewers.

The statement, published in the academy’s journal Pediatrics, also sought to limit televised ads for alcoholic beverages to show just the product and not bikini-clad women or cartoon characters, and to ban tobacco advertising of any kind.

Australia has banned all tobacco advertising, Strasburger said, and Sweden and Norway have barred TV ads directed at children aged 12 years or younger.