The Broadcasting Authority of Ireland (BAI) has today (16th November) published Draft Rules on Advertising and Teleshopping (Daily and Hourly Limits). The BAI is now providing members of the public and interested groups with the opportunity to submit any views on the draft Rules. Once finalised, the Rules will give effect to the transposition into Irish law of the European Audiovisual Media Services (AVMS) Directive. The proposed Rules reflect existing practice regarding the regulation of the maximum amount of advertising and teleshopping that is allowed on radio and television services. Currently, the maximum hourly amount of advertising permitted on commercial Irish radio and television broadcast services is 10 minutes. In the case of community broadcasters, the limit is 6 minutes, while no advertising is permitted on temporary or institutional broadcast services. The Rules will apply to broadcasters in the Republic of Ireland licensed by the BAI but will not apply to public service broadcasters, RTÉ and TG4. Commenting on the draft Rules, BAI Chief Executive Michael O’ Keeffe said, “The proposal to retain existing limits on advertising and teleshopping is informed by the need to create regulatory certainty in this area, pending a more considered and detailed consultation process. While the Broadcasting Act 2009 provides for greater flexibility regarding limits on advertising and teleshopping, it is the Authority’s view that any increase in advertising and teleshopping limits must balance commercial opportunities for broadcasters with any potential impact on viewers. As part of the current process, and in addition to seeking views on the draft Rules published today, we are seeking preliminary responses to further flexibility in the areas of advertising and teleshopping. These responses will inform the approach to further consultation in this area.” A copy of the draft Rules can be downloaded from the BAI’s website or obtained from the BAI’s offices at 2-5 Warrington Place, Dublin 2. Written submissions can be posted to the BAI or emailed to info@bai.ie . All responses should reach the BAI on or before Monday 23rd November 2009. It is anticipated that all responses will be considered by the BAI Board at their meeting in early December and that the Rules on Advertising and Teleshopping Daily and Hourly Limits will be transposed into Irish law by 19th December.
Media Queries to:
Suzanne Sullivan
Q4 Public Relations
01 4751444/086 3797291
Brian Furey
BAI
01 6441200
Press Release
Broadcasting Authority of Ireland
Release Date:
16th November 2009
