BAI launches revised General Commercial Communications Code

28/03/2017

The Broadcasting Authority of Ireland (BAI) has published its revised General Commercial Communications Code.

This code sets out the rules that Irish radio and television stations must comply with when it comes to airing advertising, sponsorship, product placement and other forms of commercial communications and will come into effect on 1st June 2017. 

Updates include revision to rules regarding commercial communications for financial services and products; and the provision of greater clarity on the distinction between sponsorship and product placement.

The Code also clearly defines the difference between product placement and sponsorship: if a product or service is built into the action of the programme, it is product placement; if sponsor announcements or references are shown during a programme but are not part of the plot or narrative of the programme, they qualify as sponsorship.

BAI Chief Executive, Michael O’Keeffe said: “The aim of the revised Code is to give the public the confidence that commercial communications on television and radio are legal, decent, honest, truthful, and protect their interests. It is also intended to provide greater clarity and certainty for Irish broadcasters on the standards that they should apply.” 

The General Commercial Communications Code is available here

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