Press Releases 2006
DIET AND NUTRITION PROVISIONS OF CHILDREN’S CODE
RETAINED FOLLOWING REVIEW
2nd June 06
The Broadcasting Commission of Ireland (BCI) has today (Friday, June 2 nd) announced the retention of rules regarding diet and nutrition contained in the Children’s Advertising Code, following a comprehensive review. A commitment was given by the BCI that this section would be reviewed after one year of the code’s operation, due to the significant focus on diet and nutrition during the development of the Children’s Code.
The key elements of the review included the production of qualitative research data, the monitoring of over 270 hours of programming, stakeholder feedback and the consideration of changes at EU or national level.
The review found that there has been a small growth in advertising in the Irish television market. It also found that in the year since the Code’s introduction, there was one breach of the diet and nutrition provisions in the 270 hours of programming monitored. Furthermore, no complaints were received by the BCI or the Broadcasting Complaints Commission (BCC) with regard to this section of the Code since January, 2005. At a European level, the EU Health Claims Directive, which will regulate the nutrition and health claims made by advertisers regarding food products, has not yet been finalised and therefore no issues arise regarding the current provisions of the Children’s Advertising Code.
Speaking about the decision of the BCI Board to retain the existing diet and nutrition provisions of the Children’s Advertising Code, Chief Executive of the BCI, Michael O’Keeffe said, “Having considered all aspects of this operational review, the Commission felt that no convincing arguments existed for the introduction of amendments to this section of the Code at the present time. The Commission was also pleased to note the lack of complaints to the BCC and the fact that complaints about children’s advertising to the Advertising Standards Authority of Ireland (ASAI) have halved since the Code’s introduction. This would seem to indicate a very high level of compliance, which is to be welcomed.”
A Statement of Outcomes document, detailing all aspects of the review has been produced by the Commission. In addition two key pieces of research were produced as part of the operational review. Qualitative research data regarding the volume, type and nature of advertising pertinent to this section of the Code was produced, using data generated by AGB Nielsen Media Research audience viewing software. In addition, research into Children’s viewing patterns was also conducted as part of the review.
All three documents are available to view on the Commission’s web-site below.
Show me the research document: Children’s Advertising Code: Research into children’s viewing patterns in Ireland April 2006.
Show me the document: Presentation of quantitative material on food advertising April 2006.
Show me the document: Statement of Outcomes Review of Section 7 of the Children’s Advertising Code (Diet and Nutrition)
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For further information please contact:
David Martin
Fleishman - Hillard
01 6188410/085 6030969