Some of the US' largest food and drink companies, including McDonald's, Coca-Cola, PepsiCo and General Mills, have promised to put stricter controls on advertising aimed at children under 12.

The voluntary steps varied among the 11 companies and were announced as the Federal Trade Commission held a forum to spotlight the need for more responsible food marketing to help address childhood obesity.

McDonald's said 100 percent of its advertising primarily directed to children under 12 would further the goal of healthy dietary choices.