Broadcasters and journalists who appear in advertisements should be subject to strict regulations to avoid possible conflicts of interest, according to a member of the Broadcasting Authority of Ireland.

Colum Kenny, head of the communications school at Dublin City University, said the establishment of a register of interests had become necessary as increasing numbers of broadcasters endorse products and brands.

Well-known names currently advertising include George Hook for Sky, Brendan O'Connor for Mace and Eamon Dunphy for Betfair and Four Star Pizza. Lucy Kennedy has been the Bord Gáis ambassador for the 'big switch' for more than a year, while Craig Doyle is fronting the newly rebranded UPC campaign.

Kenny said there was no guarantee that presenters' personal agendas when doing their day jobs would not be affected by the fact they were involved in commercial advertising.

"I am very concerned about this issue and have been for quite some time. When an individual has a programme or media platform and then is involved in that kind of advertising, it undermines public confidence in both the product and the person.

"The same person cannot be seen to be advertising a brand only then to present a show. It will eventually have a corrosive effect on the media, and the public will find it unpalatable and tasteless and will not tolerate it."

Journalist Mark Little was recently accused of a conflict of interest when online bank Rabo Direct featured his blog on starting a business on its banking home page. Little is on leave of absence from RTÉ and has the option to return later this year. He denied there was any conflict. World Cup anchor Bill O'Herlihy also landed himself in trouble with RTÉ when he plugged new betting firm Betpack.com live on air during the recent World Cup.

Newstalk presenter and RTÉ rugby pundit George Hook said he did not believe there was a conflict of interest in his decision to advertise for Sky, which is at the centre of a row between the Irish Rugby Football Union and communications minister Eamon Ryan. Ryan claims the satellite broadcaster should not have exclusive access to international and Heineken Cup matches.

"If you tell the truth, which is what I do, there should never be an issue," Hook said. "I did not say that Sky had excellent sports coverage, I said they had a great service which I truly believe. I wouldn't have done it if I thought there would ever be a conflict of interest."

One advertising executive said using well-known personalities in advertisements can often backfire on the advertising company.

"Getting a celebrity or well-known TV personality is a way to have your advertisement instantly recognised. People will be more aware of the product because they relate to who is speaking. However, when those well- known TV presenters go on to chair debates or discussions which might cross over with the brand they represent, the public may find it hard to believe what is being said and this has a negative effect on both the presenter and the company they advertise for."

BAI regulations currently state that those who present news bulletins are prohibited from engaging in commercial communications. However, excluded are current affairs, entertainment or other factual presenters.

"What is better is the old ethos where programme presenters did not engage in private-sector work of any kind. If they do engage in commercial activity, there should be some kind of register of interests along the lines of what TDs would have," said Kenny.

Brand awareness: who advertises what

Bill O Herlihy, Betpack.com

No comment

George Hook, Advertising for Sky

"I don't think there is any conflict of interest. If you tell the truth, which is what I do, there should never be an issue. I did not say that Sky had excellent sports coverage, I said they had a great service which I truly believe."

Mark Little, Blogged for RaboDirect.ie

"I don't endorse products. I don't do advertising. I'm starting a business. I wrote a blog post about the experience. And that's about it."

Eamon Dunphy, Betfair and Four Star Pizza

Unavailable for comment

Brendan O'Connor, Mace

Unavailable for comment