Children’s ad code criticised

REPRESENTATIVES of the food and drink industry as well as advertisers have hit out at a controversial new TV and radio advertising code for children due to come into effect next January.

The Food and Drink Industry Ireland (FDII) yesterday expressed serious reservations about the effectiveness of the new code in tackling the growing problem of obesity among Irish children.

The code, developed by the Broadcasting Commission of Ireland (BCI) will oblige all advertisements for fast food and confectionery to carry health messages.