New TV, radio codesnow in force

Radio and television news presenters are prohibited from promoting commercial products under a new advertising code which came into force yesterday.

The General Advertising Code lifts some restrictions, allowing fortune tellers, betting shops and cosmetic surgeons to advertise on radio and television.

The Broadcasting Commission of Ireland (BCI), which drew up the new code, says it is more "compact" than its predecessor but tightens up the regulations.

"We've taken the view that products should not be prohibited from being advertised if they are legal and safeguards can be put in place," said BCI chief executive Michael O'Keeffe.

However, advertising of "alco-pops" and spirits is prohibited and bans remain on advertising prescription drugs, cigarettes and infant formula. Advertisements with political or religious ends are also prohibited.

A separate Code of Programme Standards, which deals with taste and decency in programming, also came into force yesterday.

Both codes apply to State, commercial and community broadcasters but not to BBC, ITV, Sky or any broadcasters licensed outside of Ireland.

There is no provision for financial penalties for broadcasters who breach the codes, but the BCI can require them to remedy the situation. Mr O'Keeffe stressed there was a "culture of compliance" among Irish broadcasters towards advertising standards.

Under the code, advertising on RTÉ will also now be regulated alongside independent broadcasters. Mr O'Keeffe said the BCI planned to review its Children's Code next year.

The British regulatory authorities recently introduced stiff controls on advertising to children.