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The preparation of a children's advertising code is the first important initiative of the Broadcasting Commission, writes Conor Maguire

The Broadcasting Act 2001 recognised the importance of advertising directed towards children and introduced, for the first time, the concept of a separate children's advertising code. The Broadcasting Commission of Ireland is required to prioritise the development of such a code, which will result in a set of regulations to guide advertisers and broadcasters. The commencement of this process represents the first major initiative for the BCI in the area of programming and advertising standards.