WASHINGTON — The House voted Monday to limit the amount of advertising on children’s television shows, which one lawmaker complained have become “the equivalent of a Toys R Us catalog.”

By a voice vote, the House approved legislation that also would require regulators to weigh, in renewing the licenses of television stations, how well broadcasters are serving the educational needs of children.

The bill and a similar measure approved by the Senate last week would effectively reverse the Reagan administration’s deregulation of the commercial content of children’s TV programming in 1984.

Both would limit commercial advertising during children’s programming to 10 1/2 minutes an hour on weekends and 12 minutes an hour on weekdays.

Proponents claim the restrictions are necessary because many children are unable to discriminate between ads and programs until they reach the age of 4 or 5 and are unable to recognize a pitch as such until they are 7 or 8.

The Bush administration opposes the bill, particularly the provision requiring the FCC to review children’s educational and informational programming as part of license renewals. The Justice Department has said it will urge President Bush to veto the bill.

The House Energy and Commerce Committee estimates the average child spends 10,000 to 15,000 hours in front of a television — more time than in school — and is exposed to more than 200,000 TV commercials by the time he or she reaches 18.

“For far too long, we have allowed children’s television to be driven solely by commercial considerations,” said Rep. Edward J. Markey, D-Mass., the chief author of the House measure.

Markey said the “deregulatory excesses” of the Federal Communications Commission during Reagan’s presidency have allowed the level of informational and educational programming aimed at children to deteriorate.

“Children’s television could and should be the video equivalent of textbooks on the classics rather than the video equivalent of a Toys R Us catalog,” he said.

Nearly identical legislation was approved overwhelmingly by Congress in 1988 but was pocket-vetoed by President Reagan after Congress had adjourned for the year and had no chance to override it.

After opposing some of the provisions, the National Association of Broadcasters issued a statement last week in general support of the legislation.

“I think the president will sign it and I think most of the parents will stand behind him when he does,” said Peggy Charren, president of Action of Children’s Television, an advocacy group behind the legislation.