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Irish cheesemakers will be delighted with the news that the Broadcasting Authority of Ireland (BAI) has decided not to ban cheese advertising on television.

By Declan Whooley

The mature decision was taken after the proposal to ban the dairy product from our screens has been removed.

It had been feared that the high fat content was the main reason critics wanted it off our screens, but the BAI has decided it let it pass brie.

BAI’s big cheese Michael O’Keeffe said that cheese had been taken out of the nutrient profiling model because of “the health benefits and the economic and cultural significance of cheese in an Irish context”.

Cheese ads will be permitted, but must include the on-screen message indicating the recommended maximum daily consumption.

The Irish Times does report that all commercial communications for food and drink that are deemed high in fat, sugar and salt will not be permitted during children’s programmes.

It’s hard to pick any holes in their decision.