Farm Ireland

Sunday 17 December 2017

U-turn over cheese ads welcomed

Declan O'Brien

Declan O'Brien

The decision by the Broadcasting Authority of Ireland (BAI) to remove cheese from a list of food and drinks that will be restricted under a new advertising code has been welcomed by farmer groups and the wider agri-sector.

It had been proposed to restrict the advertising of cheese to children under the Children's Commercial Communications Code but the BAI confirmed this will not now be the case.

However, while Michael Barry of the Irish Dairy Industries Association (IDIA) applauded the BAI's decision, he said the requirement for an on-screen message indicating a recommended maximum consumption limit for cheese was sending mixed signals to consumers.

Mr Barry said that advice was already carried on the packaging in the form of guideline daily amounts (GDAs).

The National Dairy Council (NDC) said the BAI decision was welcome. "Cheese is an important source of calcium and provides a source of other nutrients," said Dr Catherine Logan, nutrition manager with the NDC.

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