The ASA could draw up a code of conduct with the advertising industry

The National Consumer Council (NCC) is worried about shifting day-to-day regulation to the Advertising Standards Authority (ASA).

The advertising industry could devise the code of practice for complaints.

"This new watchdog is handing over its teeth," said Sue Dibb, the NCC's senior policy officer.

"Commercial interests will be in control of the new codes of advertising practice," she said.

The self-regulatory system would be a "licence for advertisers to run their own show".

'Powerless'

"And Ofcom may be powerless to order a tightening of standards in response to emerging undesirable practices by advertisers," Ms Dibb said.

The NCC has called on Ofcom to cancel the plans unless there are radical changes.

The ASA already considers complaints about adverts shown in newspapers, magazines, posters and emails.

Ofcom inherited the responsibility for broadcast advertising because it incorporated the duties of the Independent Television Commission and the Radio Authority when it was set up at the end of last year.

It will also oversee telephone services in the UK as well as media mergers.