Ban possible on cheese and butter ads during children's programmes

Advertisements for cheese and butter could be banned during children's television programmes.

A working report delivered to the Broadcasting Authority of Ireland (BAI) recommends restricting advertisements of fatty foods and drinks during shows where more than 50% of the audience is under 18.

The BAI is asking the public to give their views on advertising food and drinks to children.

The group said it had no position on the subject as of yet.

The public consultation is expected to end in mid-October with the findings expected to be released in the first quarter of 2012.

Speaking at the launch of the public consultation today, chairperson of the BAI Bob Collins said advertisements for a number of foods could be restricted.

"(The report) identified certain things…They identified high sugar cereals, full-fat cheese and a range of other products they would wish to see restricted," he said.

"But at the moment we simply want to have as open a debate, as open a conversation with everybody who has an interest in this as possible."

Food industry representatives in a statement later said they were 'extremely concerned' at aspects of the proposal.

"The food industry fully adheres to the comprehensive set of rules which govern the advertising of food and drink to children," said the statement from Food and Drink Industry Ireland (FDII), the IBEC group that represents the food industry.

"FDII is extremely concerned at the proposal for a new nutrient profiling system, which would classify wholesome Irish products, such as cheese, as unhealthy.

"The food sector is a vital part of the social and economic fabric of this country. A balanced and sensible approach is required."