Back in January we heard rumors that cheese advertising aimed at children in Ireland was to be banned, and a new draft code just published by the Irish Broadcasting Authority confirms these predictions. The Irish Times has the story:

The authority is inviting public observations on the draft Children’s Commercial Communications Code over the next two months. Once submissions have been taken into account and a final code written, it will be legislated for and is expected to come into force next January.

Its focus is on how foods high in fat, salt and/or sugar are advertised to children. It has been formulated by an expert group which also took account of submissions made in a first round of consultations last year.

Declan McLoughlin, policy officer with the authority said the group had adopted the nutrient profiling model developed by the UK Food Standards Authority for broadcasting regulation in Britain, to assess whether a food or drink had a high fat/sugar/salt content.

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