Dáil Éireann Debate, Thursday - 25 October 2012
9. Deputy Barry Cowen asked the Minister for Children and Youth Affairs her views on inappropriate marketing targeted on children; and in view of this the action, if any, she is taking in conjunction with other Government Departments to ensure that such inappropriate marketing is curtailed. [46709/12]
View answerI addressed this issue to some extent in response to Question No. 5, in the name of Deputy Wallace. Other Departments and bodies are involved in the regulation of advertising in broadcast and other media. Inappropriate marketing and, particularly, the sexualisation of children in advertising, which we have already discussed, are important issues for those of us concerned with the welfare of children and young people. I intend to examine this issue further as I develop the forthcoming children and young people's policy framework. I will not repeat what I have already said about the guidelines that have been issued to Retail Ireland.
The Minister can consider it read into the record.
I have given the details of the number of retailers that have signed up to the guidelines. That information can be considered as part of the reply to this question. In August 2011, the Broadcasting Authority of Ireland issued a consultation document on a children's commercial communications code and launched a related public consultation process on how food and drink should be commercially promoted to children in broadcast media. As part of my Department’s commitment to supporting participation by children in decision-making, my Department has facilitated a submission by Dáil na n-Óg, the national Parliament for young people between the ages of 12 and 18, to the Broadcasting Authority of Ireland in relation to the consultation document on the children's commercial communications code. The outcome of the public consultation process that was undertaken with regard to the rules to be applied to the advertising of high fat, salt and sugar food and drink to children was announced on 12 October last. The rules will come into effect on 1 July 2013 and will apply to all radio and television broadcasters regulated in the Republic of Ireland.
As the Minister said, this question is somewhat similar to a previous question about the early sexualisation of children. I welcome the work that has been done in this regard. The Minister has said she feels that the new Broadcasting Authority of Ireland rules that will govern the advertising of food and drink to children represent an important step in the process of combating the alarming rise in childhood obesity. We will have to wait until July 2013 to see exactly what sort of impact the new rules will have. Given that a large percentage of television advertising viewed by children is broadcast on non-Irish channels, do we have an opportunity to do something at European level? I understand that 70% of television watched by Irish children is on non-Irish channels that will not be governed by the new rules.
This is clearly a complex issue. No particular authority in Ireland governs the broadcasting of the programmes mentioned by the Deputy. Clearly, there is scope for the best practice with regard to these issues to be examined at EU level. I am not sure how effective that would be, however. It is hard to know what impact it would have. I will make inquiries for the Deputy and revert to him on this issue. I do not doubt that initiatives are under way at EU level, but I do not have details of them with me.
I would like to pick up on the point made by Deputy Troy about the need for a European approach to this issue. We have discussed the marketing of food, drink and clothes to children, but I wish to focus on gambling with particular reference to a new Facebook application. Although it is currently available in the UK only, a number of parents' groups in Ireland have expressed concern about it. They have been told it is for the use of those over the age of 18, but they are concerned about the use of cartoon characters and children's drawings to advertise it. Can the Minister give her opinion on the matter? Will she work at EU level to examine how we can tackle the use of online applications to target young people?
Evidence is emerging to suggest that online gambling by young people is a serious issue. It is of more concern in some circumstances than in others. I would be happy to examine the initiatives that are being taken at EU level. Clearly, the issue of the regulation of the Internet, which has proved to be extremely difficult, transcends national and geographical boundaries. As in the case of cyber-bullying, it might be better to focus on educating parents and young people because international regulation is a much more complex matter. I will certainly examine the European initiatives that have been taken.
Given that Question No. 9 relates particularly to "inappropriate marketing targeted on children", I welcome the fact that the Minister has spoken about programming in general. Television programmes themselves, quite apart from television advertisements, can have a significant influence on young people. They often present young people in a particular way. One set of views might be regarded as normal behaviour, but it might be very alien and totally contrary to another body of young people. When a continual feed presents a set of norms or standards as acceptable and does not challenge them, it can have a significant impact on young people. While it is difficult to address all of this, we have to be very aware that it is having a significant influence.
The Deputy's point is well made, but it is not really a question.
The best response in the circumstances outlined by the Deputy is to continue to educate our young people. That is why I welcome reports like the body image survey and the work on the retail guidelines. Education and self-awareness are needed. We have to give young people an opportunity to discuss these issues in places where they are supported. Many of them are involved in activities like those I have mentioned. That is clearly the best defence. Clearly, we need to consider whether other initiatives need to be taken.
