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Children's Advertising Code: Phase 2: statement of outcomes

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AuthorMargaret Tumelty
AbstractThe second phase of the three-phase consultation process built on the decisions taken during Phase One and sought views on the actual rules to be contained within the code. Fourteen headings were presented under which the substance of the new code was discussed. The consultation process ended on December 22nd with over 540 submissions received. This document outlines in brief the range of views that were examined in the debate and discussion, which took place at Commission level. It sets out the decisions taken with regard to the fourteen headings, as well as the rationale for these decisions. Fourteen headings are: 1. Social values; 2. Inexperience and credulity; 3. Avoiding undue pressure; 4. Special protection for children in advertising; 5. Safety and Avoidance of Harm; 6. Parental Responsibility; 7. Promotion by Programme Characters, Advertiser-generated Characters and Personal Endorsements; 8. Product Prohibitions; 9. Factual Presentation; 10. Price, Purchase Terms and Comparison Claims; 11. Identification, Separation, Insertion and Scheduling of Advertisements; 12. Use of Split Screen, Virtual and Interactive Advertising; 13. Assessment; 14. Administration and Implementation of Code.
PublisherBroadcasting Commission of Ireland
Publication Year2004
Pages26
KeywordsAdvertising, Televison, Television programmes, Television viewing, Standards, Research
Record Number133
Accessible FormatNo information. Site conforms to W3C Web Content Accessibility Guidelines.


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