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EIGHTH edition - Business 2000

EIGHTH edition - Business 2000

EIGHTH edition - Business

Business 2000 EIGHTH edition Introduction The issues surrounding marketing to young people are complex. It is the responsibility of the Government and the BCI to balance the interests of all stakeholders including: advertisers who want to promote products and services and young people who have the right to be afforded some protections. The broadcasting Commission of Ireland The Broadcasting Commission of Ireland (BCI) is an independent, government-appointed body operating under the 1988 Radio and Television Act and the Broadcasting Act 2001. The BCI is responsible for licensing, regulating, and developing independent radio and television services in Ireland. Under the 2001 Act, the BCI is required to draw up codes of standards which apply to all broadcasters, public and private, in the following areas: general advertising, taste and decency, access rules (for people with visual and hearing difficulties) and children’s advertising. As a public body,it is important for the BCI to consult widely when formulating its policy.This case study will focus on the development of the Children’s Advertising Code and the role that public consultation plays. ADVERTISNG and CHILDREN advertising "Advertising is the use of communications media to influence attitudes or behaviours towards a product or service." Advertising plays an important role in society. Each day, we are exposed to many forms of advertising for different products and services. Advertisements can send powerful messages to consumers that influence how they spend and what they buy. It is an advertiser’s responsibility to decide: ◗ where the most suitable place to advertise is ◗ what message will be best received by consumers ◗ which media to use when advertising. Most Irish households have a television and/or a radio. Advertising through these media can be costly, but most effective. But not all television or radio advertisements reach the intended market. Some marketing campaigns may inappropriately place advertisements. For example, if a television advertisement for shaving cream is aired at 10:30am on Monday, it could reach an audience of mainly pre-school children. The advertisement would be wasted on an audience who do not need to shave and therefore do not want to buy the product. If, an advertisement featured Barney playing with "Polly Dolly- My Best Friend", and Barney encourages children to ask their parents to buy the doll, parents could feel huge pressure to buy this product. A successful advertising campaign will target the intended market and produce sales results. BROADCASTING COMMISSION OF IRELAND The Broadcasting Commission of Ireland is responsible for the development of codes and rules in relation to advertising standards.These codes apply to all Irish public and private broadcasters. The BCI developed a Children’s Advertising Code which contains rules for advertisers to follow when advertising to children. The Code provides additional protections to promote and protect the rights of children and young people in Ireland. Children’s Advertising can be a contentious issue. Some critics believe children need special protection from advertising. Others argue that young children are more likely to believe claims made in advertisements and are easily persuaded to want to buy, or have their parent’s buy, something they do not need or that may even be bad for them. Others argue that children today are media-aware and capable of making their own decisions in relation to advertising. When it comes to broadcast advertising, businesses must be socially responsible and adhere to advertising regulations and the BCI Children’s Advertising Code. ADVERTISING REGULATION Advertising is regulated to protect consumer interests.Advertisements must be legal, decent, and truthful. Regulation helps to strike a balance between the interests of consumers while ensuring that advertisers have the opportunity to market and sell their products and services. Regulation of broadcast advertising has three major benefits: 1. It protects the interests of listeners and viewers. 2. It ensures that advertising is fair, not misleading, and presents a product or service in a clear and truthful manner. 3. It provides clear guidelines to broadcasters, advertisers, and consumers about the standards which they can expect from media advertising. There are two main forms of advertising regulation: Government regulation and industry self-regulation. The Broadcasting Act of 1990 led to the development of a code of standards which currently governs broadcast advertising. The Office of the Director of Consumer Affairs can take legal action against businesses who advertise false or misleading products and services. The Broadcasting Complaints Commission deals with complaints received about material broadcast, both programmes and advertising, on licensed television and radio stations in Ireland. The advertising industry itself is also self-regulating, i.e., regulation is carried out by the advertising industry itself.The Advertising Standards Authority for Ireland (ASAI) is also committed to ensuring high standards of advertising and sales promotion in Ireland. WHO IS AFFECTED BY THE CODE? There are several stakeholders in the new code. Stakeholder Children themselves Parents and parent groups Health & Safety groups e.g., Safefood Ireland Broadcasters Advertisers from all industries Interest Their rights and freedom to information; but also their need for special protection. Support in protection of children’s interests and parental responsibility. Promote awareness of healthy foods and lifestyles; safety issues such as wearing bicycle helmets and protective gear. Need for responsible broadcasting but also need for revenue from advertising. The right to advertise products and compete fairly. WHICH CHANNELS ARE AFFECTED? The Children’s Advertising Code applies to television and radio stations licensed in Ireland: ◗ RTÉ 1, Network 2,TG4, Radio 1, 2FM, LyricFM, Raidió na Gaeltachta ◗ TV3 ◗ Today FM ◗ Beat FM ◗ Local stations e.g., 98FM, Red FM, Galway Bay FM, Highland Radio, South East Radio. 250 200 150 100 IRISH CHILDREN’S TV VIEWING PATTERNS National average minutes viewing per day for total TV - children 4-14 2002 2001 2000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2000 - 168 mins (2.75 hrs) • 2001 - 152 mins (2.5 hrs) • 2002 - 164 mins (2.72 hrs) Children’s Advertising Code Research into children’s viewing patterns in Ireland – Broadcasting Commission of Ireland 2003 Q1: On average how much TV do children watch? Results showed that on average children watch more than 2.5 hours of TV per day.This varies with season and age. Business 2000 EIGHTH edition Broadcasting Commission of Ireland - Advertising and Children www.business2000.ie

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