The head of the US advertising industry standards body is to quit in July after five years in the job.

James Guthrie, president/ceo of the National Advertising Review Council, is leaving as the organization faces increasing pressure over junk food commercials aimed at children.

Several US senators and food industry lobbyists have criticized NARC's Children Advertising Review Unit for not doing enough to curb inappropriate food marketing, while child obesity rates reach epidemic proportions.

Guthrie says the issue prompted an extension of his tenure in the role, overriding his personal plans.

He has overseen a comprehensive review of CARU guidelines, expected to be made public before his departure.

Guthrie also highlights NARC's successes during his helmsmanship: "We have raised revenue, visibility and got our compliance [with self-review decisions] up over 95%."

His successor has yet to be appointed.

Data sourced from; additional content by WARC staff