Coffey calls for proposed ban on advertising of cheese to be blocked

Fine Gael Waterford Deputy, Paudie Coffey, has called for the proposed ban on the advertising of cheese during certain children’s programmes to be scrapped. While recognising the need to restrict unhealthy food advertising, Deputy Coffey said cheese should be treated differently as there has been no increase in the consumption of cheese in children or teenagers for the last two decades. He added that the cheese sector is very important to the Irish economy.

“The amount of cheese consumed by children and teenagers has remained static for the last 20 years at around 10 grammes per day. Therefore, to my mind, it cannot be directly linked to the recent obesity phenomenon in young people in Ireland. Also there is no clear evidence to suggest a link between the two. Cheese is recommended as part of young person’s diet to ensure the necessary calcium intake.

“Any proposed ban on the advertising of cheddar cheese has the potential to damage the brand of Irish dairy products, particularly where overseas markets are concerned, at a time when the industry is gearing up to increase production in the lead-up to the abolition of milk quotas in 2015.

“The Irish dairy industry has a very positive domestic and international brand. The aim is to increase milk production will increase by 50% by 2020. We must ensure that these targets are met so that the dairy industry can continue to flourish.

“There have been two public consultations in relation to the draft Children’s Communications Code and in total there have been over 300 submissions received from a variety of stakeholders. I am calling on the Minister for Communications, Pat Rabbitte, to examine all submissions and to take the steps necessary to ensure that an advertising ban on cheddar cheese is not imposed.

“It is difficult to square the circle where the categorisation of cheese as a less healthy food is concerned, as current European Union policy provides for the distribution of cheese to school children and to the needy across Europe.

“I believe that we need to have a consistent pan-European approach in relation to this matter and that the Irish dairy industry should not be put at a disadvantage by banning the advertising of cheddar cheese during children’s programming.”

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Contact: Deborah Sweeney

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