Advertising should not encourage children to pressurise their parents into buying certain products under the terms of a draft code published today.
But the Broadcast Commission of Ireland's (BCI) draft code for children's advertising which addresses concerns raised during a lengthy consultation process has drawn criticism from the Green Party and IBEC. And the national food safety agency has given qualified support.
The code is intended to cover advertising teleshopping programming, sponsorship and other forms of promotion on television and radio.
It says advertising should reflect values "consistent with the moral and ethical standards and diversity of contemporary Irish society" covering issues such as discrimination, religion and political beliefs.
"Children's advertising shall not take advantage of the natural credulity and sense of loyalty of children," the draft code says.
It also says the use of language such as "magical" and special effects or "imaginative scenes" that could imply the product has characteristics it does not have in reality should be banned.
Advertising should not imply a product will make the child or their family superior or imply a child's popularity will be enhanced, the code continues.
In what could prove a particularly problematic area, it particularly warns against advertising that could make a child "feel inferior, disloyal or doubtful about their self-image".
On a related point it says: "Children's advertising shall not portray a child in a sexually provocative manner or provoke anxiety in children over their bodily appearance."
It also says children should not be shown in proximity to dangerous equipment, an unguarded fire or using the Internet without adult supervision.
One of the most controversial issues food advertising with the code saying celebrities, sports stars or children's heroes should not promote food or drink products unless the advert is part of a public health or education campaign.
"Children's advertising shall not encourage an unhealthy lifestyle or unhealthy eating and drinking habits." It also says any advert for sugary products should show a toothbrush symbol on the screen.
Green Party communications spokesperson Mr Eamon Ryan criticised the draft code saying it does little to prevent advertisers exploiting children.
"The Commission was unable to say no to the commercial interests of the food companies and the advertising industry," Mr Ryan said.
"It is a particular pity that the Broadcasting Commission lacked the courage to restrict the junk-food advertising that is directed at our children," he continued.
The code ignores medical advice on advertising from national and international sources including the Irish Heart foundation, the Irish Nutrition and Dietetic Institute and the North Western Health Board, Mr Ryan added.
The food safety promotion board, Safefood welcomed the draft saying it endorsed most of their proposals but was also concerned about the failure to restrict advertising of high-fat and high-sugar foods.
Mr Martin Higgins, Safefood chief executive, welcomed what he called "the special protection for children" but questioned whether the draft code goes far enough.
"The majority of the food advertising promotes pre-sugared breakfast cereals, confectionery, savoury snacks, soft drinks, and latterly, fast-food outlets. The recommended diet gets little support," Mr Higgins said.
IBEC's food and drinks affiliate also criticised the proposals saying they lacked lacks "a scientific basis and will not ultimately change behaviour or improve public health"
Mr Ciaran Fitzgerald, director of Food and Drink Industry Ireland (FDII) said: "There is no evidence to prove that restricting advertising to children will have any impact on levels of obesity ... The only way of achieving a long-term change is through education."
He said the code would increase costs to industry and consumers and referred to broadcasters concerns about losing advertising to broadcasters from outside the State.
The Minister for Communications, Marine and Natural Resources, Mr Ahern asked the BCI to prepare a code which is expected before the end of the year. Final consultations will now take place before the Commission begins work on preparing the code in June.
Interested parties can make final submissions through the BCI Web site at
www.bci.ie.