FCC Commissioner Jonathan Adelstein has called on his agency to act on its 2004 proposal to ban interactive advertising aimed at children.

Adelstein, who touted the effectiveness of interactive, said it is critical for the agency to enact rules immediately.

"With the growing convergence of TV and the internet, we need to set the rules before interactive advertising becomes an established business model," said Adelstein in prepared comments at a childhood obesity forum at Vanderbilt University in Nashville this week.

According to a report in Broadcasting & Cable, many in the industry are concerned that such regulations would stifle the growth of interactive.