The Broadcasting Authority of Ireland (BAI) announced on October 12 the outcomes of a public consultation launched in March 2012 on a Draft Children’s Commercial Communications Code and a Draft General Commercial Communications Code. The Draft Codes concern regulatory measures to be applied to the advertising of High Fat, Salt and Sugar (HFSS) products to children.
According to the new rules, commercial communications for HFSS food and drink shall not be permitted in children’s programmes. Advertisements for HFSS products that are broadcast outside of children’s programmes but are directed at children will be required to comply with the content rules: they shall not include celebrities, sports stars, programme or licensed characters, promotional offers, health and nutrition claims.
Commercial communications of HFSS products will not exceed 25 % of advertising sold by a broadcaster. No more than one in four adverts included in any commercial break will advertise HFSS food and drink.
The BAI has agreed to adopt the Nutrient Profiling Model to be used to determine whether a food or drink being advertised is one that is high in fat, salt or sugar. Advertisements for cheese will be exempted from the model but will have to include an on-screen message indicating the recommended maximum daily consumption limit.
The rules will be finalised in the coming months and will come into effect on July 1st 2013.