Press Releases 2006

BCI LAUNCHES DRAFT GENERAL ADVERTISING CODE

28th July 06

The Broadcasting Commission of Ireland has today (Friday 28th July) launched the draft BCI General Advertising Code. The BCI is now providing members of the public and interested groups with the opportunity to comment on the draft Code. In addition the BCI will facilitate a workshop with broadcasters to discuss the practical aspects of the Code’s implementation. The Commission will then decide on the content of the statutory BCI General Advertising Code following consideration of the submissions received in response to this final stage in the consultation process.

The draft Code has been developed following a first phase of consultation which began in February of this year. As part of this phase, the BCI sought views on the application of regulatory principles, the proposed objectives and structure of the code, in addition to specific rules regarding commercial communication and certain products and services. The draft Code is also informed by relevant European and Irish legislation governing commercial communication and the Commission’s research.

Speaking at the launch, Chairperson of the BCI, Conor J. Maguire said: “In developing the draft BCI General Advertising Code, the Commission had a number of objectives. In particular we sought to create a common understanding of the terms used throughout the Code as we felt that this was important for both the public and broadcasters. We also sought to underpin this important Code with core principles which will serve to protect the citizen/consumer, ensure transparency and provide consistency regarding assessment of commercial communications. Finally we sought to simplify the Code in order to ensure sufficient flexibility to respond to a constantly changing broadcasting environment”.

The BCI plans to circulate the consultation document widely to key groups and interested parties, including all those who have previously made submissions on the development of the Code. An advertisement will also be placed in tomorrow’s national press and a radio and television notice will be broadcast in the coming weeks to further encourage viewers and listeners to participate in this process.

A copy of the draft code can be downloaded from the Commission’s web-site or obtained from the Commission’s offices at 2-5 Warrington Place , Dublin 2. Written submissions can be posted to the Commission or e-mailed to codes@bci.ie

All responses should reach the BCI on or before 5p.m. on Monday, 25th September.

Show me a pdf copy of the draft General Advertising Code.

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