Chief executive Guy Parker said that advertising rules policed by the authority applied to companies' claims on their own websites.
An emerging childhood obesity epidemic striking nearly one in five Americans between ages 2 and 19 rekindled debate on new advertising rules.
But the advertising watchdog says rules on advertising to children are strict.
In June last year, a British Medical Association report called for a junk food advertising ban and rules governing the nutritional balance of school meals and pre-prepared food.
Ofcom also said there would be new rules governing advertising to primary school age children.
BBC: The restrictions focus on foods high in salt, fat and sugar
More troubling, though, are the issues raised by different national rules on advertising and selling drugs.
Earlier this week, Usain Bolt was stopped from bringing his iPad into the Olympic Stadium due to strict rules forbidding advertising on the field of play.
FORBES: At London Olympics, Usain Bolt's iPad Rejected But Minis Are More Than Welcome
Congress in 1980 barred the Federal Trade Commission, which monitors ad practices, from making broad new rules on food advertising to children.
But those rules apply to advertising that financially benefits the magazine.
But one small reform could strike a meaningful blow for reason and cost-effectiveness: Apply the rules governing the advertising of aspirin to the advertising of oregano tablets.
FIFA's old rules banned virtual advertising altogether, however, the new guidelines also constitute an admission that the technique is likely to become far more widespread in future.
Last month, America's Food and Drug Administration decided to relax the rules on television advertising, acknowledging that many sick people are unaware of the treatments that might help them.
We had a pretty good idea what Google and its AdMob division would think of Apple's new rules on outside advertising companies collecting analytics, but AdMob CEO Omar Hamoui has now spelled it out himself.
Lawyer sites, according to legal ethics expert Stephen Gillers of New York University School of Law, must comply with rules that cover legal services advertising.
In August, Clinton announced strict rules to control tobacco sales and advertising to try to prevent youngsters from starting the tobacco habit.
CNN: AllPolitics - Clinton Denounces Return Of Broadcast Liquor Ads
Ms. Kolish said apps downloaded by parents for their children don't qualify as child-directed advertising and should be free of any new rules.
But the normal rules of management do not readily apply in advertising.
One reason for scaling back, according to Ms. Newton: the complexity of dealing with the new Coppa, particularly the rules about third-party data collection and advertising.
The American Society of Magazine Editors has rules governing paid product placement and other forms of advertising in editorial content, particularly on covers.
Now the European Commission is arguing that, with tobacco advertising bans in nearly half of the EU member states, common rules are necessary in Europe's single market.
Abandoning all the rules of editorial integrity, Web sites readily mix stories with advertising, publish unsubstantiated rumors and sell out to every underwriter with a buck.
The ASA says it doesn't wish to "disregard anyone's beliefs, but specific claims targeted at people who may be seriously ill must comply with the rules on substantiation and social responsibility that apply to all other advertising".
In the UK, the Advertising Standards Authority, an independent body which oversees the industry, has strict rules on what can be shown in commercials.
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