Children's Ad Code applies to domestic broadcasters only

The new Children's Advertising Code to be introduced by the Broadcasting Commission of Ireland this summer will only apply to national broadcasters.

TV stations from outside the Republic of Ireland, such as ITV, BBC or BSkyB, will not be covered by the new code, according to a specialist on media and advertising issues.

This was the result of a legal requirement in European legislation that had proved to be a contentious issue, Grace Smith a partner with McCann Fitzgerald.

Industry sources are expecting the new advertising codes to ban the use of programme characters and famous people in adverts for food and drinks aimed at children.

It is expected also that adverts for children's toys will not be allowed prior to November 1 each year.

Chief Executive of the BCI Michael O'Keeffe said that although it was hoped to finalise all details by the summer, it would be September before the ban would be implemented in full.

Smith was speaking at a conference entitled 'Children's Advertising: Regulatory Dos and Don'ts', jointly arranged by the Marketing Institute and McCann FitzGerald.