The Broadcasting Commission of Ireland has banned a radio advert for the Catholic bookstore Veritas. The advert promoted religious Christmas presents. Catholic spokespersons have slammed the decision as bizarre, ridiculous, silly, absurd, farcical and ludicrous.
Why did this happen? Irish law bans adverts that are directed towards a religious end. There is a free speech case that they shouldn’t be banned. And there is a public protection case that they should be. For me, the key point is that our advertising code treats religious adverts on the same basis as any other advert.
So why do we have an advertising code? It is to protect vulnerable people from being misled. As an advertiser, you must be able to rationally prove, using objective evidence, that you can deliver what you are promoting. This is the test, whether it be slimming tablets that soak up fat or eternal salvation after you die.
That’s why the law bans adverts directed towards a religious end. And, despite its subtle message, this advert is clearly one of these. The Catholic bishops own Veritas. The stated purpose of Veritas is “to serve the needs of the Irish Catholic church”. It does this by “using the culture and modes of communication of the time to speak to the people about god and his message.”
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