IPH response to Broadcasting Authority of Ireland Children's Commercial Communications Code

The Broadcasting Authority of Ireland (BAI) is an independent statutory organisation responsible for certain aspects of television and radio services in Ireland, guided by the Broadcasting Act 2009. The BAI are undertaking a review of the Children’s Commercial Communications Code section 11 rules on Diet and Nutrition. This section sets down standards with which commercial communications for food and drink shown during children’s programmes and/or where these communications are for food and drink products or services that are of special interest to children.

Access the original consultation document here

The IPH response to the BAI consultation on the Children’s Commercial Communications Code emphasises that the majority of television food advertisements currently viewed by Irish children refer to foods that are high in fat, sugar or salt (HFSS foods). IPH considers that the obesity epidemic is developing rapidly in Irish children and that all possible evidence-based measures must be recruited to address it. Systematic review level evidence is presented which shows that food advertising to children affects their food preferences, food requests and food intake. IPH also expresses concern at the degree to which young children can meaningfully interpret advertising content. IPH endorses the recommendations of the Expert Working Group convened by BAI. IPH recommends (i)the adoption of the Nutrient Profiling Model to limit the exposure of the children to advertising of HFSS foods (ii) a co-regulation approach (iii) restriction of advertising of HFSS foods between 6am and 9pm (iv) a monitoring system be put in place to evaluate the effect of measures adopted.  

Access the full IPH response