IBCA - Irish Breakfast Cereals Association

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Advertising and Marketing

The Irish Breakfast Cereal Association (IBCA) fully supports the Food & Drink Industry Ireland (FDII) fundamental objective of ensuring that advertising and marketing are legal, decent, honest and truthful. This is particularly pertinent in the case of children so as to ensure that they are not misled. IBCA members are compliant with a number of self regulatory and legislative codes which ensure the responsible advertising, marketing and sales promotion of breakfast cereals.

These codes include the Advertising Standards of Ireland (ASAI) code.The ASAI is the independent self-regulatory body set up and financed by the advertising industry and committed in the public interest to promoting the highest standards of advertising and sales promotion.Members of ASAI (including the IBCA) are required to abide by codes and not to publish an advertisement or conduct a promotion which contravenes code rules Codes for Advertising, Promotional and Direct Marketing in Ireland (6th Edition) .

The IBCA is also committed to the legislative provisions of the BCI Children’s Advertising Code and the BCI General Advertising Code. Ireland was one of the first European countries to successfully implement a Children’s Advertising Code.This code covers advertising which is likely to be of direct or indirect interest to children. The code specifies standards to be complied with and rules and practices to be observed. (CAC). This Code, which came into force in January 2005, has very strict criteria as to how products aimed at children, (including food & drink products) can be advertised on broadcast media on indigenous television channels, in what circumstances children can be shown, and what type of endorsements may or may not be allowed.

For further information contact:

Thomas Burke
Irish Breakfast Cereals Association
Tel: +353 1 6051688

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IBCA is a part of Ibec clg which is registered in Ireland.
Registration No. 8706.
Registered address: 84/86 Lower Baggot Street, Dublin 2

Phone +353 (0)1 605 1500 Fax +353 (0)1 638 1500 Email info@ibec.ie

© Irish Breakfast Cereals Assocation, 2019
IBCA is a business sector within Ibec clg
84/86 Lower Baggot Street, Dublin 2; Tel: (01) 605 1500; Fax: (01) 638 1500