A BAN on the advertising of junk food to children is to be considered as part of a new broadcasting code.
Such a move was introduced in the UK in 2006, when a ban was announced on junk food advertising surrounding programmes that have a “particular appeal” to 16-year-olds.
In Ireland no such provision exists. Instead, under the existing children’s commercial communications code, there has to be an onscreen message encouraging healthy eating and celebrities are not allowed endorse foods high in fat, sugar or salt.
Broadcasting Authority of Ireland chief executive Michael O’Keeffe acknowledged that many health campaigners were unhappy that the last time the code was updated in 2008, it did not go far enough. The authority has sought the advice of an expert group who have compiled a report about the issue.
The expert group included representatives from the Department of Health and Children and the Food Safety Authority of Ireland.
Its report states that the current code for children is inadequate and needs to be updated.
However, it did not make any specific recommendations, though it did also propose that the current “threshold” for restrictions on junk food advertising should be extended because many children watch programmes that are also suitable for adults.
“The health members of the expert group would be of the opinion that we need to be stronger in relation to this issue,” Mr O’Keeffe said. “I’m sure there would be the view that we go as far as the UK.”
A public consultation process on an updated children’s commercial communications code will be launched by the broadcasting authority this morning.
The authority is seeking views from broadcasters, food retailers, parents, teachers and those involved in health and fitness.
Authority chairman Bob Collins said that if a “clear requirement” emerged to amend the existing rules on diet and nutrition, the authority would produce a draft set of revised rules.
These would be put to a second public consultation to determine their final shape.
He encouraged anybody with a view on the subject to take part in the consultation.
“In approaching this review, we will give due regard to all responses received.
“We must also take into account public health concerns and ensure that – if there are changes to existing rules – they are proportionate and resilient.”
The revision of the code is being proposed against the backdrop of rising obesity levels among children in Ireland.
Recent studies estimates that there are approximately 300,000 children in Ireland who are either overweight or obese.
The number of teenage boys who are overweight has increased from 6 per cent in 1990 to 19 per cent in 2008.
Organisations including the Irish Health Foundation have campaigned for tighter restrictions on the advertising of junk food.
