Cheese to be excluded from advertising ban

The rules on the advertising of unhealthy food to children have been drawn up and will come into force in September.

The Broadcasting Authority of Ireland has issued revised versions of its Commercial Communications Codes.

They apply to television ads which promote "High Fat, Salt and Sugar food and drinks" to kids.

Under the rules, advertisements that promote unhealthy foods will not be permitted during children's programmes.

There will also be restrictions on the amount of ads for unhealthy foods that run across the schedule.

However cheese, which had been mooted for a ban, is back on the good list.

Chief Executive of the BAI, Michael O'Keeffe, said: "We took the views of all on board.

"I think what probably swung it in the decision to remove them (cheese) from the banned list was that the members of the expert group took the view that on balance it should be exempted, but that we would include a message and there will be a requirement for an on-screen message on cheese."