WASHINGTON - The report to Congress detailing voluntary standards for advertising food and drinks to children will not meet its July 15 due date, the Wall Street Journal reports. Late last year, several federal agencies suggested curtailing marketing foods and drinks that have high amounts of saturated fat, salt and sugar to children.

The regulations were scheduled to have time for public comment before sending the standards to Congress next week, but the voluntary rules have not been forthcoming. The Federal Trade Commission, which is spearheading the initiative, indicated the agencies involved had received an extension, but a FTC spokeswoman did not elaborate further.

Some food makers have said the voluntary standards appear to be too rigid. "What we explained to them is the proposals as drafted last December are very extreme," said Elaine Kolish, vice president and director of the Children??s Food and Beverage Advertising Initiative (CFBAI). "There are very few products, period, that meet these standards."

One example of a product that would fail to meet the new standards would be Cheerios, which General Mills Inc. would not be able to market to children because of the cereal doesn??t meet the salt standards.

A coalition of packaged food manufacturers and restaurants, CFBAI members already voluntarily meet certain criterion for foods marketed to kids younger than 12.