Irish cheese companies are rejoicing today after the Broadcasting Authority of Ireland confirmed that they can continue to promote their products on television.
Last March, Ireland’s broadcasting watchdog proposed a ban on cheese advertisements from children’s telly because of the dairy product’s high calorie content.
The decision was met with outrage by dairy farmers, who felt the ban could impact the sale of their cheeses but this morning the BAI exempted all cheese from the ban.
According to the Irish Times, the proposed cheesy ban was part of an initiative to restrict the promotion of food and drinks with a high-fat content during children’s cartoons.
Chief executive of the BAI Michael O’Keeffe: “This is a commonsense decision from the BAI and demonstrates that the consultation process has worked well,” he said.
However, cheese companies will now have to display a message which indicates the maximum daily consumption limit for their product.
What was the BAI thinking? Her.ie isn’t sure what we’d do without gems like this Low Low advertisement!
