Television sweet advertisers will have to brush up on new regulations

CHILDREN’S advertisements on television may have to display prices clearly and show a toothbrush on screen if it relates to sweets and chocolate, under rules to be published next week.

The Broadcasting Commission of Ireland (BCI) has signed off on the final phase of the children’s advertising code, based on year-long consultations with children, parents, broadcasters and advertisers.

It is expected to be applied to all advertising on national and local radio and television services from later this year, but will not apply to foreign broadcast services received in Ireland. A draft code published in April included stipulations about factual presentation, such as giving children an indication of a product’s actual size, and a ban on Christmas-themed advertising before November 1 each year.