Panasonic is working with the Japanese government to establish 3D health and safety guidelines for consumer electronics manufacturers, content producers and broadcasters.
Company president Fumio Ohtsubo, speaking at this week's CES 2011 in Las Vegas, said the move is designed to tackle concerns that 3D viewing can make people feel ill, or may be unsafe for children.
It follows a recent announcement by Nintendo that specialists had warned it children under six could possibly suffer eye damage if they played 3D games on the company's 3DS handheld console.
Nintendo's warning, published on its 3DS website, suggested parents turn off the 3D function if under-sixes were using the device, which delivers 3D images without the need for glasses.
It added that the advice it had received also applied to other 3D content to which young children may be exposed.
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Panasonic's Ohtsubo said the concerns are something the consumer electronics industry must address: 'Whenever a new product enters the market, all sorts of challenges arise.
'Regardless of whether it is active-shutter glasses or the passive type, there are worries that 3D makes people feel ill or that it's not safe for children.
'In conjunction with the Japanese government, we are discussing ways to establish an international standard for healthy viewing of 3D.
'We have already started the process of making the rules. It will start in Japan but it will go global.'
The concerns have been seized on by those keen to promote 3D TVs using passive technology: LG has already said it plans to stop making TVs reliant on active shutter glasses, and instead concentrate on its passive FPR technology.
It suggests that the battery-operated active-shutter glasses cause blur and flicker, which could contribute to dizziness, nausea and even more serious issues such as photosensitive epilepsy.
Others, including Panasonic, Samsung and Sony, maintain that the active-shutter technology gives the best possible picture, and Ohtsubo said that, while working on the safety rules, his company would continue to back active-shutter technology.