BCI seeks ban on celebrities in children's ads

Children's advertisements for food and drink using celebrities, sports stars or children's heroes will be restricted under draft proposals being drawn up by the Broadcasting Commission of Ireland (BCI).

The proposal is one of a series of recommendations put forward by the BCI following public consultations with children, adults, advertisers and broadcasters. The BCI is currently drawing up new codes and rules relating to advertising for children which will result in regulations to guide advertisers and broadcasters.

Following consultation, the Commission has decided high profile stars can only appear in public health or education campaigns. The BCI has also suggested that snack food not be presented as a substitute for meals.

Ads for foods with a high sugar content also must display a toothbrush symbol on screen.  The issue of food and children's advertising will be reviewed one year after the introduction of the code.

To diminish "pester power" the BCI has agreed that a child should not be made feel inferior if they do not have a particular product, nor should an advert suggest that a family is inferior if they do not have the product.

According to the BCI there was a strong response to the issue of the sexualisation of children. The Commission said its consultation revealed a perceived rise in the representation of young girls "wearing make up and in skimpy clothes".

While acknowledging a subjectivity about what is 'deliberately sexy', the new advertising code will include a principle that children should not be portrayed in a sexually provocative manner, or in a way which may provoke anxiety over their bodily appearance.

Among the 14 criteria considered by the BCI it was also recommended that violence not be included in children's advertising.

Publication of the BCI's recommendations is the second stage in drawing up the new code for children's advertisers. The first phase was conducting research into children's viewing habits.

The proposals published today will form the basis of a draft code to be released in April. The code will be reviewed three years after its publications to consider developments in other EU states.

The Minister for Communications, Mr Ahern, has previously warned that the new code will be enforced and that if broadcasters refuse to abide by them they can be forced off the air.