Eamon Ryan (Dublin South, Green Party)

Such regulations already exist as administered by the broadcasting authority of Ireland, BCI and such codes have been developed, particularly in respect of children's advertising codes.

The Bill allows for a continuation of that system. In this case, the broadcasting authority of Ireland would be responsible for the design, monitoring and implementation of such codes. We have strengthened the legislation in that we are allowing specifically in legislating for such codes that children's advertising of food products which are high in salt, fat and sugar may be excluded. This is an attempt to give real legislative back-up to an authority looking to introduce such a scheme.

The codes are in place and provide wider cover for an authority seeking to maintain certain standards with regard to public decency and violence. A wider issue is raised with regard to how far we can go with such codes. I am open to different views on how we regulate advertising, especially advertising aimed at children. Certain individuals argue we should have a complete ban on advertising. Others argue that such a blanket ban would undermine the financing or commercial viability of good children's programming or the ability of programme makers to broadcast good children's programming. A balance is required. The argument is also made that proper and well-regulated advertising for products which do not damage the health of a child should be allowed.

In this Bill I want to strengthen the code so we can be sure we have effective control when it comes to advertising which we know has a real effect. We want to discourage the use of junk foods. I will leave it in the hands of the authority as to how the particular codes are developed. These provisions are included in the Bill.