BAI places ban on junk food advertising during childrens' programmes

Advertising junk food to children on television and radio will be banned from next year.

The broadcasting regulator has announced restrictions on adverts of high fat, salt and sugary foods.

Today the Broadcasting Authority of Ireland said that from July 1 next year, ads for these products won't be permitted in children’s programmes.

It also includes restrictions on adverts outside of children’s programmes but directed at younger viewers.

Such ads can’t include celebrities or sports stars, programme characters, contain health and nutrition claims nor can they Include promotional offers.

In addition, no more than 25% of advertising sold by a broadcaster can be for high fat, salt and sugary foods.

Meanwhile, cheese has been exempted from the new rules but ads for cheese products will have to include an on-screen message indicating the recommended daily allowance.