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THE BROADCASTING AUTHORITY of Ireland has published a revised code for advertisements today, tightening up guidelines on especially those targeting children.
Two revised codes come into effect from next Monday, 2 May – the General Commercial Communications Code, which will now include certain product placement in programming, and the Children’s Commercial Communications Codes.
The publication of the revised Children’s code today outlines even more specifically the precautions advertisers should take when targeting children. Some of the guidelines include:
That advertisers “not take advantage of the natural credulity and sense of loyalty of children” by omission, exaggerated or misleading claims.
Words such as ‘only’ and ‘just’ are frowned upon when describing the price of a child-aimed product, as they minimise the price.
Expensive toys – ie, those over €30 – must have their price stated in children’s ads.
Ads aimed at children have to be careful not to encourage kids to exert pester pressure on adults to buy.
In another section, intriguingly entitled ‘Adults pretending to be Children’, says that the use of adults pretending to be children in ads aimed at the under-18s “must not be offensive to the dignity of children”.
Or, you could just show the kids this episode of this educational series from HBO from 1990 (subtitle: A Kid’s Survival Guide to TV advertising). Jim Fyffe and his zany tie to the rescue:
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This law will do nothing to stop violent people being violent. It will simply take the onus off the police to sort it out, now abused men and women will be told its their fault for not doing the adequate checks in the first place.
Seems a good idea, but I’d be very worried about all the privacy of information issues. If someone applied to gain access to information held another person’s file, what proof would the have to give to confirm that they are in a relationship with that first person? What structures would be in place to avoid misuse by marketing / profiling agencies…
Many people know that their partners are violent long before they raise a hand to them , i know some never leave even when given the oppurtunity arises.
I don’t think This law will change anything
I think the main problem here is that the vast majority of the perpetrators of domestic violence never make it to the courts, never mind acquire a conviction for it.
I hate the trend of naming laws after victims. It encourages the passing of bad laws (I’m not talking about this one specifically) by appealing to emotion over reason.
If some one hits you or slaps you once they will more than likely do it again, so there is no need for this law just people need to wise up and realise that if it happens once its time to get out just leve, dont ask why, dont listen to the made up excuses, just run . This law is just another way of invading privacy, anyone think what may happen in the event of a wrongful conviction, because this happens too.
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