A new children's advertising code will include television warnings that fast food should be eaten in moderation and as part of a balanced diet in response to concerns about obesity.
The code was decided by the Broadcasting Commission of Ireland (BCI) after submissions from interested groups. It is the first statutory code to be drawn up specifically dealing with children's advertising.
Yesterday the BCI issued an outline of the decisions taken on the code which will be officially published next October and implemented from January 1st, 2005.
The code breaks the age groups into three sections: the under-18s, the under-15s and the under-sixes.
The BCI said if advertising was inappropriate for the under-sixes, then it should not be shown during and between children's programmes targeting that age group. If advertising was inappropriate for the under-15s, it should not be broadcast before 9 p.m. If advertising contained material of a sexual or violent nature not suitable for the under-18s, then a post-10 p.m. restriction must be considered.
A level of concern had been expressed by parents and children's interest groups about obesity, advertising and "fast food", the BCI said.
In response, the code, while not introducing any prohibitions on foods being advertised, would include a range of awareness-raising and education measures.
The BCI included a provision that required advertising of fast food to carry an on-screen message stating that such food should be eaten in moderation and as part of a balanced diet.
The intention was to target children's advertising for food already cooked and readily available to children. It should not imply that particular foods were a substitute or replacement for fruit and/or vegetables.
The toothbrush symbol on ads for confectionary products as a warning that they contained sugar will be replaced with an on-screen message.
Further concerns about food and drink products and obesity were expressed in relation to celebrities, sports stars and children's heroes advertising products.
"Celebrities may still advertise food and drink products but not within advertising that is children's advertising," the BCI said. This did not prohibit celebrities advertising products during evening programmes not watched by children.
Main points in children's advertising code