Advertising for Children’s Food

The Broadcasting Authority of Ireland (BAI) launched a public consultation this week on how food and drink should be allowed to be commercially promoted to children in the broadcast media. The public consultation is part of a review by the BAI on diet and nutrition rules contained in its children’s commercial communications code.

Launching the public consultation this week, the Chairman of the BAI, Bob Collins, said: “This is a very important review for the BAI, and we are casting the net as wide as possible to secure a broad base of views. As well as industry groups and health organisations, groups that represent children and parents, advisors and broadcasters, we are keen also to receive input from the general public, and any person with a view on how advertising of food and drink is promoted to children in the broadcast media is invited to be part of the consultation - you don’t have to be an expert.”

The Irish Heart Foundation has welcomed this consultation and has maintained its position calling for a ban until 9pm on the advertising of foods with a high fat, sugar or salt content. Michael O' Shea, Chief Executive of the Irish Heart Foundation, said “It’s a stark reality that one in 5 Irish children and young people between 5 and 17 are overweight. This picture is even more shocking when we focus on 7-year-old Irish children, where obesity affects 8 per cent of girls and 5 per cent of boys. Childhood obesity is strongly linked to risk factors for cardiovascular disease, which is the number one killer in Ireland. Over 60 per cent of overweight children will be overweight in adulthood.”

BAI Chairman, Mr Collins said, “In approaching this review, we will give due regard to all responses received. We must also take into account the public health concerns and ensure that if there are changes to be made to the existing rules they must be proportioned and resilient. Once this initial consultation is completed, all responses will be considered by the BAI. If a clear requirement emerges to amend the existing rules on diet and nutrition, the BAI will produce a draft set of revised rules and these will be put to a second public consultation to determine their final shape.”

In preparation for the initial public consultation, the BAI convened an expert working group to examine health concerns for children and to determine whether the promotion of certain foods and drinks should be restricted. The expert group comprises of Department of Health representatives, BAI personnel, and representatives from Safe Food, the HSE and the Food Safety Authority. This expert group produced a report that is available to everybody interested in taking part in the consultation. The aim of the report is to contribute to a deeper understanding of children’s health in Ireland and how, if at all, this is influenced by broadcast media advertising.

Under the existing rules, commercial communications which are of particular interest to children or those broadcast during children’s programmes are required to be responsible in their messaging and portrayal of food and drink to those under the age of 18. Commercial communications include advertising, sponsorship and product placement.

Mr O Shea of the Irish heart Foundation said “It’s now the responsibility of the Irish people, health and consumer groups to respond to the BAI on this important issue. In 2008, 4 out of 5 Irish people said they would support a ban for foods high in fat, salt and sugar content being advertised up to 9pm. Let us hope that this comes into effect to protect children’s health and create a more supportive environment.”