Exemption for childrens’ TV ads

Dublin: The new Children’s Advertising Code to be introduced by the Broadcasting Commission of Ireland this summer will only apply to national broadcasters and not to broadcasters from outside the Republic, such as ITV or BSkyB, according to a leading lawyer.

Grace Smith, a partner in Dublin firm McCann FitzGerald, warned that this was the result of a legal requirement in European legislation that had proved to be a contentious issue.

Ms Smith added: “Children’s advertising is sure to continue to be a hotly-debated regulatory issue, particularly in food and soft drinks.”