The NDC claims Irish children and teenagers are consuming only 10% of the amount of cheese that the Broadcasting Authority is using to form advertising regulations
Jun 13 2012
Ten year old Max Guilfoyle from Dublin shows the size of a 10g portion of cheese, the average daily intake of cheese reported for Irish children and teenagers as opposed to a 100g portion which is the amount used by the BAI when ruling on broadcasting regulations
The National Dairy Council (NDC) has completed a comprehensive submission to the Broadcasting Authority of Ireland highlighting serious concerns with the BAI proposal to use the UK’s nutrient profiling model as a way of categorising foods, in order to regulate the advertising of foods.
Irish children and teenagers are consuming approximately 10g of cheese daily compared to 100g of cheese which is being used as the basis of the model proposed by The Broadcasting Authority of Ireland to form its regulation of children's television advertising.
The NDC said that the proposed UK nutrient profiling model is fundamentally flawed and inappropriate as the basis for Irish policy and regulations. The UK model's 100 gram basis is 10 times greater than the average daily intake of cheese reported for Irish children and teenagers; and is over three times the size of a portion of cheese as recommended in the Irish Food Pyramid.
The NDC has called for an exemption for cheese from the proposed model or an exemption for cheese until an independent review is undertaken with a view to developing a model more up to date and appropriate to the needs of the Irish population.
The Irish dairy sector employs 34,000 people and is a huge part of our export trade with dairy exports valued at €2.66bn in 2011. It is one of the few sectors that has shown strong growth over the last few years.