Ads to be banned from children’s TV…but what about schools??
April 8, 2012 by Joe Fogarty
The Broadcasting Authority of Ireland (BAI) has launched (30th March) a public consultation on a new Draft Children’s Commercial Communications Code which it is proposed will govern advertising, sponsorship and product placement aimed at children on radio and television.
The new Draft Children’s Commercial Code proposes that ads for High Fat Salt and Sugar food and drink shall not:
1) be permitted in children’s programmes as defined by the code;
2) include celebrities or sports stars;
3) include programme characters;
4) include licensed characters e.g. characters and personalities from cinema releases;
5) contain health or nutrition claims; or
6) include promotional offers.
The new Draft BAI General Commercial Code proposes to limit HFSS advertising so that no more than 25% of sold advertising time and only one in four advertisements for HFSS products will be permitted across the broadcasting day.
Crucially the regulatory approach proposed in respect of commercial communications for HFSS products and services is direct independent statutory regulation. No self- or co-regulatory approach is proposed.
The Campaign for Commercial-Free Education welcomes these Draft Guidelines and will be making a submission to the BAI in support of their undiluted adoption as a means of protecting children from advertising of unhealthy food in mainstream media.
However we note that the Draft Guidelines refer to “ a number of related and interlinked factors that impact on children‟s food
preferences, consumption and behaviour” other than advertising. Included in this list of other factors” is the “school environment” which remains an entirely unregulated domain where promoters of HFSS foods can and do advertise their products to a captive audience of minors.