Exempt cheese from ad ban, dairy group urges
The Broadcasting Authority of Ireland (BAI) is responsible for the “children’s commercial communications code”, which will prevent ads for unhealthy foods targeting children.
However, cheese has been listed as one of the banned foods as it is rich in fat and saturated fat and experts believe children’s consumption of it should be limited.
Zoë Kavanagh, head of the National Dairy Council, said the concept of classifying cheese as a less healthy food would inevitably result in misinformation and inaccuracies among the public, and significant reputational damage to a food which is an important part of the economy.
“The code could ban cheese broadcast advertising to children under the age of 18, based on the premise that cheese would be categorised as ‘less healthy’ than other food types, such as diet cola,” she said.
“However, the model proposed for adoption by the BAI does not fully take into account many of the positive nutrients offered by certain food groups and potential benefits of such nutrients in public health issues.”
The NDC said cheese is recognised as an important source of calcium and can contribute to the recommended three portions of dairy per day advised for adults and children as part of a balanced diet, with teenagers advised to aim for five servings per day to support their increased calcium requirements.
The BAI has extended its deadline for submissions on the advertising of food and drink to children.
Fine Gael Dún Laoghaire TD, Mary Mitchell O’Connor, urged the public to contact the BAI with their views on the matter.
“The cost of obesity-related diseases to the exchequer every year is immense with severe pressure being put on our healthcare resources and medical staff as a result. It is incumbent on all of us to get involved in getting this phenomenon under control.
“The broadcasting authority is encouraging people to send in submissions as part of its public consultation on how food and drink is advertised to children in the broadcast media.
“It is estimated that there are as many as 327,000 Irish children who are obese or overweight. Unless we get involved and make a concerted effort to plot a path out of this crisis, we are failing our children beyond belief.”
