BAI Revises Broadcasting Codes
19 May 2010 :
Tweet The Broadcasting Authority of Ireland (BAI) has issued two revised broadcasting codes. The revised codes update the standards that radio and television advertising, sponsorship, product placement and other forms of commercial communications broadcast in Ireland must meet. All Irish radio and television broadcasters will be legally required to comply with the revised Codes from Thursday, June 10th. All advertising, sponsorship, teleshopping and product placement will be required to comply with the General Commercial Communications Code. All advertising, sponsorship, teleshopping and product placement that are of particular interest to children and/or broadcast during children’s programmes will be required to comply with the Children’s Commercial Communications Code. These codes will replace the BCI General Advertising Code and the BCI Children’s Code respectively. Both Codes give legal effect to the requirement to transpose into Irish law new European television regulations included in the Audiovisual Media Services Directive (AVMS) and all television channels in the EU must comply with this European law. A key element of the AVMS is reflected in the new Codes via the introduction of rules that will allow television product placement in limited circumstances. Paid product placement will not be allowed at this time. However, the placement in television programmes of products or services without payment will be allowed once it complies with the rules of the Code. Under these rules, the content of programmes cannot be influenced by the free placement. In addition, audiences must be notified, via a logo at the beginning and during the programme, that product placement is included in the programme being watched. Speaking about the issuing of the revised codes, Michael O’ Keeffe, Chief Executive of the BAI, said “While paid product placement will remain prohibited for the time being, the Authority has committed to complete a review of the prohibition within 12-months. This will allow the Authority the time to review how the new rules have been operating and to learn from the experiences of other countries who have allowed paid product placement. The Authority will consult with the public and broadcasters before any further changes to the product placement rules are introduced. ” Copies of both Codes are available on the Authority’s website, www.bai.ie, or by contacting the Authority at 01-6441200. Free Industry Newsletter Subscribe to IFTN's industry newsletter - it's free and e-mailed directly to your inbox every week. Click here to sign up.

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