A new regulatory regime to oversee political advertising on radio and television has been recommended in a new research study. Entitled Political Advertising: The Regulatory Position & The Public View the study was undertaken Dr Kevin Rafter, acting head of the department of film and media at IADT. The study was funded through the Broadcasting Authority of Ireland's Media Research Bursary Scheme.
The report examines the regulatory regimes governing political advertising in Ireland and elsewhere while testing public opinion with a specially commissioned Red C opinion poll. In the opinion poll research it emerged that almost half of respondents oppose changing the current regulatory regime on paid political advertising but that people are more open to change if limitations on spending and/or limitations on the broadcast period accompany liberalisation.
The research also found that a majority of people recall Party Political Broadcasts from the 2007 general election and agree they
can influence voting intentions, although 25 per cent describe Party Political Broadcasts as ‘boring’ while 20 per cent see them as ‘informative’.
The report makes a series of recommendations including allowing political parties and other groups greater freedom to publicise their policies and agendas on television and radio in the context of providing non-political parties with access to
political advertising opportunities while expanding the Party Political Broadcast system for registered political parties.
The recommendations also include the establishment of a committee of broadcasters under the remit of the BAI with an independent chairperson to oversee the Party Political Broadcast system which would be
significantly expanded.
See www.bai.ie
Also Kevin Rafter's opinion piece in the Irish Times: http://www.irishtimes.com/newspaper/opinion/2009/1116/1224258920915.html
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