A new code on religious advertising is set to be drawn up “as a matter of priority” by the new body set up to regulate broadcasting.
A spokesperson for the Broadcasting Authority of Ireland (BAI), set up by the Broadcasting Act (2009) last month confirmed to the Irish Catholic that the issue would be high up their agenda when they meet in a few weeks time.
The BAI aims to relax the very restrictive regulations which have in the past seen ads for the Irish Catholic and the Catholic bookseller, Veritas banned from the airwaves. The decisions have been condemned as overly strict.
For example, last year, the BCI has banned a Veritas Christmas ad for the sale of cribs and other religious items. Veritas has also had an ad for Communion gifts banned because it used words such as “inspirational” and “spiritual” in respect of gifts such as rosary beads. The BCI (Broacasting Commission of Ireland) said this second ad promoted the sacraments of a specific religion. The BCI is the predecessor to the BAI.
The bans triggered a series of complaints from Fianna Fáil, Fine Gael and Labour TDs, who called for new legislation to ensure that such ads were permitted to air on radio.
The text of the ad banned at Christmas read as follows: “Cake and crackers, Santa and stockings, turkey and tinsel Mistletoe and mince pies, and presents and puddings.
“Christmas: aren’t we forgetting something?
This Christmas, why not give a gift that means more? Veritas has a range of different and thoughtful gifts, for children and adults alike. From books and music to candles and artwork, there is something for everyone to enjoy and treasure.”
Religious groups, including Veritas and the Irish Catholic newspaper, welcomed the move. Two ads for The Irish Catholic have been banned in the past.
The Minister had been lobbied on the matter by a number of Church figures, including the Bishop of Clogher and chairman of the Irish Catholic Bishops’ Conference’s communication commission, Dr Joseph Duffy. TDs from all parties had also urged the Minister to alter the legislation to ease restrictions on religious advertising.
