Sir, - On June 16th Uinsionn Mac Dubhgaill reported on Mr Bob Quinn's call to ban advertising to children. Mr Quinn justifies his case by implying that the advertising is supporting "sweat shop" employment in the Far East in the manufacturing of toys. There is no reference, however, to the importance of Ireland's consumption of these toys compared with the rest of the world and whether Ireland's reduction in consumption of these toys would change conditions. In addition, no evidence is presented on bow much the advertising is increasing the demand for such toys.
Banning advertising of toys on RTE would cause about £1 million pounds to be diverted away from RTE and into UTV, Channel 4 and Sky One (UTV and Channel 4 can be viewed in 65 per cent of Irish homes). Mr Quinn states that £1 million "doesn't seem much". £1 million will employ quite a few people. Many businesses would fight fiercely to protect £1 million in revenue.
Based on your article, it does not appear that Mr Quinn has provided any research or statistics to suggest that TV advertising is harmful to children. All his supporting arguments are based on his own home environment. Advertising is a very complicated business and regulatory intervention should be in response only, to an identified and properly studied problem. We have only to look at the harmful effects of the 1990 Broadcasting Act to see how damaging intervention can be without proper debate and analysis. - Yours, etc.,
Media Audits,
Dun Laoghaire.
Co Dublin.