29 March 2024 The Irish Film & Television Network
     
BAI Revisions to General Communications Code come into effect today
02 Jun 2017 : Katie McNeice
The revised code which was announced in March of this year 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 communications.

Changes to the code have been informed by a BAI review and findings from a public consultation draft.

They include the exclusion of mandatory regulatory statements in radio advertisements for financial services and products from calculated minutage and clearer definitions on the difference between product placement and sponsorship.

Rules pertaining to specific products and services include those on alcohol, gambling, food, nutrition and health, hypnosis, slimming treatments and smoking cessation aids.

Code Principles
Legality, Honesty, Decency and Truthfulness Human Dignity, Offence and Harm Transparency Protection of Children

Code Objectives
To ensure that the public can be confident that commercial communications are legal, honest, truthful, decent and protect the interests of the audience To ensure that commercial communications do not impinge on the editorial integrity of broadcasts To provide guidance to the general public on the standards they can expect from commercial communications on broadcasting services To provide clear guidance to broadcasters as to the standards to which commercial communications shall adhere To provide broadcasters with a simple, flexible and comprehensive code that does not impede in an unwarranted manner their right to communicate commercial messages

BAI Chief Executive, Michael O’Keeffe:
“The aim of the revised Code is to give the public the confidence that commercial communications on television and radio are legal, decent, honest, truthful, and protect their interests. It is also intended to provide greater clarity and certainty for Irish broadcasters on the standards that they should apply.”

Professor Pauric Travers, Chairperson, BAI:
“During the public consultation undertaken as part of the Statutory review process, the BAI received valuable feedback from a range of stakeholders in the broadcasting sector as well as from other business representatives, and much of this is reflected in the final version of the Code, which is being launched today. While the broadcasting landscape is constantly evolving, the BAI is satisfied that the Code is sufficiently robust to provide direction and clarity to broadcasters over the coming years.”

Download the Revised General Communications Code



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