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Public consultation launched by BAI on draft General Commercial Communications Code
01 Sep 2016 : Katie McNeice
The Broadcasting Authority of Ireland has launched the consultation to ensure public confidence in the standards of commercial communications.

It has stated the standards which apply to these communications must be legal, decent, honest, truthful, and protect the interests of children.

The BAI is required to review the code every four years and was originally launched in 2010 under Section 42 of the Broadcasting Act 2009. The statutory review was completed in 2015, informed by a review of existing BAI data, an operational review of the effect and impact of the Code, and a jurisdictional and legal review of the Code.

Members of the viewing and listening public have until noon Tuesday, September 20th to respond to a draft code which is now available on the BAI website, via email to gccc @ bai.ie or by post.

Prof. Pauric Travers, Chairperson of the BAI, stated:

“This Code sets out the rules that Irish radio and television stations must comply with when it comes to airing advertising, sponsorship, product placement and other forms of commercial broadcasting.

“The ways in which broadcasters fund their programming has changed in recent years, with the introduction of new forms of commercial communications and the likes of sponsorship and product placement getting a new prominence. The Code clarifies for broadcasters, the definitions and exclusions of various forms of paid-for communications.”

The central finding from the statutory review is that the current Code is broadly effective and its principles are respected and understood, however, some areas require consideration and modification. Informed by the review findings, the BAI has prepared a revised draft Code.

BAI chief executive, Michael O’Keeffe said:

“The purpose of this code is to ensure that commercial communications do not impinge on the editorial integrity of broadcasts, while also providing broadcasters with a system of user-friendly regulations, which are accessible and easily understood by viewers and listeners.

“Broadcast commercial communications are evolving and this Code seeks to clarify the rules around methods of advertising for broadcasters, while offering a guide to consumers on the standards they can expect from such broadcasts.”





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