Peta Buscombe, the chief executive of the Advertising Association, has called on the industry to reach a "quick decision" on how to self-regulate new media.

Ms Buscombe said that the different factions in the ad industry needs to work together so as not to be forced into accepting restrictive legislation.

"We are going to need to demonstrate that the industry is responding in a proactive and responsible way to social issues and problems, based on an effective and efficient self-regulatory system," she added. The Advertising Standards Authority currently only regulates paid-for internet advertising, such as banners.

Ms Buscombe admitted that it "remains to be seen" how exactly a workable system of new media self-regulation could be introduced.

"We appreciate the importance of this issue and the threat if we do not get it right. That is why I propose to get everybody around the table to find a solution that is robust, fair and workable," she said.

"The answer is better self-regulation and restraint by the advertising industry and not more unwelcome and restrictive legislation. If we do the thinking and planning now then we can future-proof the self-regulatory system."

She described the ad industry as "under siege", referring to both the government agenda and vocal campaigning groups encountered in the battle over junk food advertising.

Ms Buscombe said that the advertising industry needed to push its agenda more because "we are struggling to make our case above the clamour for more restrictions and legislation from vested interests".

The Committee for Advertising Practice, the organisation made up of a range of industry bodies that is responsible for self-regulating non-broadcast media, is currently at odds over how to translate Ofcom's ad content regulations.

Ms Buscombe argued that solidarity is needed in the translation of restrictions to non-broadcast media and in answering the questions surrounding new media.

"It is time to put aside the short-termism and sectoral interests and to look at the good of advertising as a whole," she said.

"We need to put our case across persuasively and to show that our house is in order."

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