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BAI publishes Revised Rules on Advertising and Teleshopping (Daily and Hourly Limits)
27th July 2010
The Broadcasting Authority of Ireland has today (July 27th) published revised Rules on Advertising and Teleshopping (Daily and Hourly Limits). The revisions reflect changes agreed by the Authority at its meeting on 26th July following a period of public consultation.
The revised rules increase the amount of advertising permissible on independent Irish commercial television stations e.g. TV3, Setanta Ireland and City Channel. From tomorrow (28th July), the maximum amount of advertising permitted on these services increases from 10 minutes to 12 minutes per hour and from 15% per day to 18% per day. The rules also restrict the amount of advertising permitted during children’s programmes to 10-minutes per hour.
In reaching its decisions, the BAI took into account all of the views submitted as part of its recent consultation on the draft rules. Following careful consideration of the issues raised by respondents to the consultation, the BAI has decided that increasing the amount of advertising permitted on independent Irish commercial television channels will assist these broadcasters to continue to provide quality programming to Irish audiences. A Statement of Outcomes detailing the Authority’s rationale for these decisions will be issued in the coming weeks. It is planned that a review of the impact of the rules will be undertaken late in 2011.
Commenting on the publication of the rules, Chief Executive of the BAI Michael O’Keeffe said: “Every media provider in Ireland has been challenged by the serious decline in advertising revenues in the last two years. These rules should provide assistance to the independent Irish commercial television sector which faces significant additional competitive challenges due to the existence of UK licensed services which sell opt-out advertising in this jurisdiction.
Due to restrictions in the Broadcasting Act, 2009, the Authority could not address the request from the independent commercial radio broadcasting sector to permit greater flexibility around the amount and scheduling of advertising per hour and per day. The Authority will, however, address this matter with the Department for Communications, Energy and Natural Resources in the coming weeks. The Authority would like to thank all those who participated in the consultation.”
A copy of the rules in English is available here
A copy of the rules in Irish is available here
Note to Editors-
- The Broadcasting Authority of Ireland (BAI) was established on October 1st 2009, as an independent regulator for radio and television broadcasters in Ireland. The BAI has a range of objectives and functions. In carrying out its functions, the BAI must make sure that its approach to regulation is proportionate and takes into account the range and type of broadcasting services in Ireland. The BAI has a responsibility to ensure that broadcast regulation is stable. The Authority also has a role to play in encouraging technological development in the broadcasting sector.
- The rules will not apply to the amount of advertising permissible per hour or per day on public service television e.g. RTÉ 1 and TG4. These limits services are set by the Minister for Communications, Energy and Natural Resources.
- In June and July 2010, the BAI undertook a public consultation on the Draft BAI Rules on Advertising and Teleshopping (Daily and Hourly Limits). 18 submissions were received from stakeholders during the consultation period.
Media Queries to:
Brian Furey
BAI
01 6441200