BAI extends deadline for submissions on Children’s Commercial Communications Code

The Broadcasting Authority of Ireland (BAI) has today (27.09.11) extended the deadline for responses to its public consultation on how food and drink should be commercially promoted to children in the broadcast media.

The deadline has been extended by six working days and submissions will now be accepted by the BAI up to 12 noon on Friday, 14th October 2011.  The extension has been put in place in response to the large and continued interest among stakeholders in submitting their views.

The public consultation is part of a review by the BAI on the diet and nutrition rules contained in its Children’s Commercial Communications Code.  Under the existing rules, commercial communications which are of particular interest to children or those broadcast during children’s programmes are required to be responsible in their messaging and portrayal of food and drink to those aged under 18. Commercial communications include advertising, sponsorship and product placement.

According to the BAI’s Chief Executive, Michael O’Keeffe, “There has been a strong interest – from across a range of stakeholders – in this consultation since it was launched in late-August.  Our objective in publicising this particular consultation was to cast the net as widely as possible so that everyone had their say about how food and drink should be promoted to children in the broadcast media.  We hope that the extension will provide some extra time for interested parties to prepare their submissions.”

The BAI welcomes the views of all interested parties on the issues raised in the Consultation document which is available on the BAI website

Responses to the consultation will be accepted by email or by post to the BAI as follows: Children’s Code Consultation, Broadcasting Authority of Ireland, 2 – 5 Warrington Place, Dublin 2 or email:!/BAIreland!/BAItweets

Media Queries to:

Brian Furey


01 6441200