Broadcasting complaints advert ruling 'cracked'

The chairwoman of the National Consumer Agency (NCA), Ann Fitzgerald, has described as "cracked" a recent ruling against one of its advertisements by the Broadcasting Complaints Commission (BCC) and said it would make it extremely difficult for it to carry out its remit to inform consumers about ongoing issues.

Last month, the BCC found an NCA advertisement on below-cost selling to be in breach of broadcasting legislation outlawing political advertisements. In its ruling, the broadcasting body found that an advert by the agency outlining a Government consultation process on the Groceries Order was in breach because it referred listeners to the agency's website where its position on the legislation was stated.

Ms Fitzgerald said the agency would be seeking a meeting with members of the Government to discuss the issue and would be seeking a change in broadcasting legislation if necessary.

"It is absolutely ridiculous if we who have a mandate to empower consumers and protect consumers, cannot refer consumers to our national website through an ad on radio. It just beggars belief."