In Ireland, new rules banning celebrity endorsements of food and drink to children are expected to take effect in June.
A new children’s advertising code, drawn up by the Broadcasting Commission of Ireland, will outlaw the use of celebrities to advertise any food or drink on radio or TV ads aired during children’s viewing hours.
This would outlaw Lucozade ads featuring Chelsea’s Damien Duff and Liverpool’s Michael Owen, Walkers Crisps ads featuring Gary Lineker and Spurs’ Robbie Keane, and 7UP ads featuring Manchester United’s Roy Keane.
The code also bans the use of TV or Disney characters in promoting products like cereals.
However, it has already come in for criticism on the grounds it will only apply to local broadcasters, who fear Irish advertising revenue will be diverted to British TV channels.