An Oireachtas committee has criticised draft proposals by the Broadcasting Authority of Ireland to ban advertisements for high and low fat cheeses during children's programming.

The Joint Oireachtas Committee on Communications, Natural Resources & Agriculture today discussed the draft codes with representatives of the National Dairy Council.

The BAI launched a public consultation at the end of March on the regulation of advertising for foods high in fat, salt and sugar during children's programming.

The NDC representatives told the committee that the implementation of a model that categorises cheese as “less healthy” is likely to confuse Irish consumers rather than promote a balanced diet.

They argued that the proposed BAI Draft Codes would negatively impact on the reputation of the Irish cheese industry when there are no justified nutritional grounds for doing so.