Mr. Gavin Deans:

From the perspective of the creation of advertising, we make very little of the actual creative advertising. We have advertising across audio, radio, TV, video and the player, and then also digital and online for rte.ie and our news apps. Advertisements are predominantly, I would say at least 85%, made by creative agencies. The way the market works is that each advertiser has a different advertising agency, as well as a media agency, that, typically, does the creative work and creates the advert. If the advert is for television, depending on how it is made for the market, it can be from an international creative with Irish voice-overs, or vice versa, it can be made by a local client. If it is more a local client, the tendency is for such advertisements to be made more so in Ireland. There are different executions in this regard.

We would not have the data or be able to provide the data on how such material is made and the impact on the environment at this stage. That would probably come from an advertising standards context. The Institute of Advertising Practitioners of Ireland, IAPI, is working on several initiatives concerning the environment parts of this context. Again, these are two different sides from the perspectives of a media agency and a creative standpoint.