No Sugar on Screen – BAI to Ban Advertising of Fatty Foods During Children’s Programming

The Broadcasting Authority of Ireland is to ban the advertising of foods high in fat, salt and sugar during children's TV programming.

The new rules, which come into effect in September, will also restrict the volume of advertising of such foods during general programming, after 6pm.

Cheese has escaped the code, despite being included in original drafts.

BAI chief executive Michael O'Keeffe, speaking to Morning Ireland, said that some health groups had wanted the ban to extend to the watershed at 9pm, but they had had to take into account of the potential economic impact on revenue for TV stations in particular.