The government today released a consultation paper with a range of options for limiting advertising of junk food to children, including a complete ban during children's viewing times.

The paper also considers gimmicks used by the industry including giveaways and special promotions.

"Urgent action is required if we are going to combat the epidemic of childhood obesity," Mr Hill said.

"We would prefer the industry and TV stations to take their own voluntary action or a national approach to this issue.

"But in the absence of this the state government has indicated it is willing to consider its own, state-wide, restrictions on advertising."

Mr Hill said the government wanted submissions on its consultation paper from schools, community groups, parents and the industries that would be affected by any change in advertising.

"More than half of South Australian adults and a quarter of South Australian children are overweight or obese," the minister said.

"The state government knows we need to act. We are doing a range of things to help our kids already, such as banning junk food in school canteens.

"But parents have made it very clear that they feel television advertising of junk food, and in particular direct marketing to children, is really having an impact on their children."

Opposition education and children's services spokesman David Pisoni said the government's proposals were a case of "do what I say, not what I do".

Mr Pisoni said the government had been willing to accept advertising dollars from McDonald's for material displayed on two of Adelaide's trams.