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Children's advertising code: summary of submissions received

On 3 April 2003, the Broadcasting Commission of Ireland (BCI) launched its Phase 1 Consultation Document 2003 - Children's Advertising Code. The culmination of significant preparation, this marked the formal initiation of a process designed to lead to the production of Ireland's first children's advertising code.

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Introduction

On 3 April 2003, the Broadcasting Commission of Ireland (BCI) launched its Phase 1 Consultation Document 2003 - Children’s Advertising Code. The culmination of significant preparation, this marked the formal initiation of a process designed to lead to the production of Ireland’s first children’s advertising code. The impetus to respond came from the Broadcasting Act, 2001 which requires the Commission to identify set standards that would govern advertising and related practices aimed at children.

The practical application of the children’s advertising code will be comparatively narrow – affecting home-based broadcast media exclusively. The range of influences to be brought to bear on the process, however, will not be limited. Eliciting the views of a cross-section of the Irish population is at the very core of the process currently underway at the BCI.

Consultation document

The Phase 1 Consultation Document is a key element in the process. In design, it highlights the main issues for consideration while posing a series of questions to be addressed. Responses from relevant groups (advertising agencies, children’s organisations, broadcasters, etc.) and from the general public were invited during the April launch. The invitation to contribute was extended further when an advertisement was carried in the national press.

Present document

The present report summarises information submitted in response to the Phase 1 Consultation Document. The approach taken is linear. It considers the initial request and the information received under a series of six principal headings. These form the sections which follow:

? Process;

? Principles;

? Definitions of general advertising terms;

? Definitions of ‘child’ and ‘children’s advertising’;

? Framework of the code;

? Research.

Approach taken

The approach taken to the consideration of the submissions was systematic and analytic. As this was a general call, all representations received were afforded equal weighting. The method applied allowed for a thorough appraisal of information received in terms of respondent’s objectives, context and content and his/her overall contribution to the code currently being developed.

The reporting style of this document is informative rather than analytic, however. Responses received have been reviewed and the similarities/differences are highlighted herein. Where additional comments and/or observations were made, consideration was given as appropriate. Viewed as a whole, this document should be seen as part of the overall process in the development of the code for children’s advertising rather than a stand alone report per se.

Click here to read the document in full 

 Phase 1 consultation document from the BCI by Dr. Ruth-Blandina M. Quinn, Research Officer.

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