[NYTr] EU information ads break Irish media rules
 
Date: Sun, 8 Apr 2007 12:15:33 -0500 (CDT)


Via NY Transfer News Collective  *  All the News that Doesn't Fit
 
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EU Observer - Apr 4, 20087
http://euobserver.com/9/23839/?rk=1

EU information ads break Irish media rules

By Mark Beunderman

EUOBSERVER / BRUSSELS - Radio ads run by the European Commission in
Ireland have been ruled in breach of Irish media law as they were
"directed towards a political end," according to Dublin's independent
body dealing with complaints on broadcasting content.

The Irish Broadcasting Complaints Commission (BCC) last weekend upheld a
complaint by Patricia McKenna, a former Green member of the European
Parliament, against the content of "Europe Direct" information
advertisements organised by the European Commission. 

The radio ads, which were broadcast on several radio networks last
spring, summer and autumn, were aimed at raising public awareness of the
Europe Direct service, where citizens can pose questions on the EU by
phone or by e-mail. 

Parts of the ads, paid for by the European Commission's representation
in Ireland, were strictly awareness-building with phrases like "To find
out more log onto euireland.ie or call into any of the Europe Direct
Information Centres. Europe Direct Information; its all about EU'."

But the BCC also found that the majority of ads also carried a political
message, which represents a breach of Irish broadcasting advertising
regulations. 

"The [BCC] was of the view that overall the advertisements of the
campaign advocated and promoted EU membership and therefore, were
directed towards a political end. Such advertising is prohibited,"
according to the BCC's decision reached at its March board meeting. 

The Irish media panel referred to pro-EU passages in most of the ads,
which said for example "Did you know that since 1973 Ireland has
received over 55 billion from the European Union? This money has
supported Irish industries, supplemented farm incomes, helped to build
Ireland's motorways and allowed for the upgrading of the railway
network."

The head of the European Commission representation in Ireland, Martin
Territt, defended Brussels' campaign by saying the advertisements inform
citizens of the "existence of different information sources" as well as
on "rights that they have acquired by virtue of European legislation,"
according to the BCC's report on the case. 

But members of the Irish media panel were not convinced by this
argument. 

"The [BCC] is of the opinion that the EU can be considered a political
ideal and therefore, advertisements directed in favour of, or promoting,
such an ideal may be considered to be political," the report says. 

The BCC cites the Irish Europe Direct website which says that the EU is
"in fact, something entirely new and historically unique. It's political
system has been constantly evolving over the past 50 years." 

The media panel also referred to a statement by Irish European
commissioner Charlie McCreevy who launched the Europe Direct campaign by
saying "this campaign will help not only inform people of the different
information sources available but will also show the benefits of EU
membership." 

The Irish BCC consists of nine members nominated by the Irish
government. 

The fact that the BCC has upheld Ms McKenna's complaint has no direct
consequences for the European Commission, which has merely been informed
of the decision. 

The BCC has forwarded its decision to the Broadcasting Commission of
Ireland (BCI) which is responsible for monitoring TV and radio content. 

The BCI will "notify" the radio stations that they were "in breach" of
the Irish media rules. No sanctions are foreseen against either the
radio stations or the EU commission. 
       
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