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.

It also bans celebrities and sports stars from appearing in ads promoting food and drink products during children’s programming hours.

The advertising industry claimed the code will result in a loss of revenue for Irish broadcasters compared to foreign-based TV channels and radio stations.

The code will only apply to domestic stations RTÉ and TV3 who come under the jurisdiction of the BCI.

Advertising on foreign stations like ITV, Sky or Nickelodeon will be governed by rules applying in their country of origin. The code was developed by the BCI following an 18-month consultation period.

“Despite some minor changes, the final version of the code lacks clarity, will be difficult to implement and completely discriminates against the food and drink sector,” said FDII business manager, Rosemary Garth.

She also criticised the stipulation that commercials for foods containing sugar will have to be accompanied by an on-screen message warning that snacking on sugary foods and drink can harm teeth.

All fast food commercials will also be obliged to contain a message that advertised products should be eaten in moderation and as part of a balanced diet.

The price of all toys costing over €30 will also have to be advertised.

BCI chairman Conor Maguire said the provisions of the code relating to diet and nutrition would be reviewed after 12 months.