Irish companies will be able to refer to specific products as part of their radio and television sponsorships in future, but betting adverts continue to be banned.

A new draft advertising code from the Broadcasting Commission of Ireland (BCI) introduces several changes to the rules governing advertising on radio and television. The rules cover commercial radio and TV stations. The list of prohibited products has also been streamlined.

At present, companies can sponsor radio and TV programmes, but any mention of a product line is prohibited. Many companies have avoided sponsorship and concentrated on traditional advertising because of this rule. But the draft code, published yesterday, liberalises the area significantly. On-air acknowledgements of products and services are permitted, but they cannot resemble pure advertising and lengthy descriptions of products are still not allowed.

Several commercial broadcasters have lobbied the BCI to have extensive advertising for betting services allowed on radio and TV. At present, limited forms of betting advertising are allowed, but only if they do not include any content which might encourage a person to bet.

The draft code: "The rule recognises the potential damage that can be caused by addiction to gambling and it is intended to provide a measure of protection to the consumer for this reason".

The draft code also contains provisions preventing any advertising of ready-to-drink products, often called "alcopops". In terms of financial products, the draft code says all adverts must comply with the code of practice issued by the Irish Financial Services Regulatory Authority.

Speaking at the launch of the draft code, BCI chairman Conor J Maguire said: "We sought to create a common understanding of the terms used throughout the code as we felt that this was important for both the public and broadcasters. We also sought to underpin this important code with core principles which will serve to protect the citizen/consumer, ensure transparency and provide consistency regarding assessment of commercial communications".