Ms Orla Twomey:

With regard to assessing how children view advertising and how it impacts on them, the ASAI code recognises that children are not a homogenous group from the age of zero to just under 18. We take into account that children under 12 have a certain approach, while children under six do not have an understanding of marketing communication or that they are being advertised to. All the evidence shows that to be the case. We take into account that there are various cohorts. The ASAI would not support an absolute ban of high in fat, salt or sugar, HFSS, foods. We will introduce rules that will put controls on them, where they are advertised to and how they are advertised. Part of the challenge in terms of junk food is how one determines what it is. Reference was made to the WHO nutrient profile modelling but, from the point of view of the ASAI, we will adopt the model that the statutory regulator in Ireland, namely, the BAI, has taken on. We will apply the same rules as that body. This will determine what is a HFSS food and this is where the controls will be.