Advertising by money lenders, fortune tellers, bookies and firms selling prescription drugs on television and radio may be allowed for the first time, following a review of existing rules by the Broadcasting Commission of Ireland (BCI).

At present, major restrictions are placed on these activities by the Broadcasting Act 1990. But the BCI has the power to produce a revised advertising code and it has embarked on a public consultation. The organisation has declined to give its own views on what forms of advertising should be allowed on radio and television in future. Instead, it wants feedback from viewers and listeners to Irish radio and television services.

The BCI has no jurisdiction over broadcasters based in other countries, for example ITV or BSkyB. A whole range of services are currently prohibited. In the case of bookmakers' firms, they are allowed to promote their brand and services, but cannot include "any promotional material which could be construed as an encouragement to bet".

The prohibition on moneylenders was included at a time when ruinous repayments were demanded by unofficial lenders.

The ban on medical treatments and prescription drugs is twofold. There is a general ban on all medicines only available on prescription, but the current code goes further and mentions specific conditions and illnesses which cannot be included in any advertisements. These include dermatitis, cancer, asthma, appendicitis, gallstones, glaucoma, measles and obesity.

There are some exceptions to the ban - for example it is permissible to carry advertising for a product that alleviates an attack of asthma.

The BCI wants to receive views on these prohibitions. A document released yesterday asks: "What are your views on the prohibition of advertising for medicines, products, advice or appliances for the treatment of illnesses and conditions?"

The BCI also pointed out yesterday that, since the last rules were drafted, other products have come into existence, such as cosmetic surgery. Another potentially controversial area is product placement. This is where a product is advertised during a show, rather than during a specific advertising break.