The BAI are currently undertaking a consultation on proposed increases in the amount of time that can be devoted to advertising on Irish television. They are proposing to increase the limit from 10 minutes per hour to the maximum allowable under EU law, of 12 minutes, and also to increase the amount per day from 15% to 20% of total airtime.
There is limited justification for this increase provided in the consultation document – a reference to the fact that ‘other countries are doing it’ and that broadcasters are under pressure in the current economic climate. Restrictions on types of advertising allowed during children’s programming, and frequency of advertising breaks during news programming, are dealt with in a different Code, and no mention is made in this proposal of limitations in amount of time to be devoted to advertising during either of these types of programming.
I’m in the process of preparing a submission in response to this proposal and would welcome feedback, as well as collaborators.