The question posed by the Deputy, "If Sweden can do it, why can we not?" is the nub of the issue. Unfortunately, Sweden was not as successful as it hoped due to the position I outlined when referring to another question with regard to advertising and alcohol. The imposition of the ban in Sweden was not successful because many Swedish stations prevented from carrying advertising directed at children simply sought and received licences outside Sweden to broadcast their services back into the State. Again, due to the Television Without Frontiers Directive, this was possible, despite the intentions of the Swedish authorities. That issue must be considered.
The views in the Council of Ministers are wide-ranging. Some have strong views in favour of a complete ban and others have strong views against such a ban. The EU Commission is reluctant to have an EU-wide ban unless there are strong arguments in favour of the ban. Obviously, that depends on the support that can be engendered among member states to put this view forward.
The Deputy might be interested to know these matters were discussed already on 12 and 13 February at a seminar entitled Children and Young People in the New Media Landscape held in Sweden. At EU level these issues will be examined further on 23 February, but that must happen in the context of the forthcoming review of the Television Without Frontiers Directive.
At the meeting, to which I referred on 12 and 13 February, many NGOs and sectors of the industry were present, including representatives from my Department, the Department of Justice, Equality and Law Reform and RTE. These issues are, therefore, being actively discussed but a great deal of persuasion must take place to reach a consensus among member states.