BAI to consult again on rules for advertising food and drink to children

BAI to consult again on rules for advertising food and drink to children

The Broadcasting Authority of Ireland (BAI) is to launch a public consultation at the end of March on rules governing the advertising of food and drink to children.

The move follows an initial period of public consultation on the issue last autumn.

The rules will be included in the draft revised BAI Children’s Commercial Communications Code, which is currently being prepared.

Under the existing rules, commercial communications which are of particular interest to children or those broadcast during children’s programmes are required to be responsible in their messaging and portrayal of food and drink to those aged under 18.

Commercial communications include advertising, sponsorship and product placement.

"We are… taking into account our obligation to have regard to the public health interests of children and are seeking to ensure that any proposed changes to the existing rules are proportionate and resilient," said BAI Chief Executive Michael O’Keeffe.


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