New children’s advertising code launched

The Broadcasting Commission of Ireland has launched a new code governing children's advertising.

The measure is in response to concern that younger people are more impressionable and as such are seen as a soft touch by advertisers.

The new code comes into effect from January 1 and follows 18 months of public consultation.

Under the code, advertisements directed at children will contain more factual information.

The chief executive of the BCI, Michael O'Keeffe, has said he feels the new code on children's advertising strikes a fair balance between the needs of advertisers and the concerns of parents.