Research has highlighted Irish audiences’ evolving attitudes to harmful and offensive media content, with two-in-three adults (67 per cent) reporting that they did not have concerns about seeing or hearing potentially harmful or offensive media content themselves. However, among adults who are parents, a majority (52 per cent) were concerned.

The research on Audience Perspectives on Harmful and Offensive Media Content was conducted by Coimisiún na Meán and the Irish Film Classification Office (IFCO), with the Ombudsman for Children’s Office designing and facilitating the focus groups for children. The research examines the attitudes of adults and children to content on television, radio, cinema, home entertainment and VoD services. It also looks at their perspectives regarding the regulation of such content. The research consisted of a desk-based review, a nationally representative survey of adults and focus group discussions with adults and children.

Speaking on the launch of the research, Aoife MacEvilly, Coimisiún na Meán Broadcasting and VoD Commissioner, said: ‘’We at Coimisiún na Meán are committed to ensuring that audiences, especially children, can benefit from the positive aspects of media, while also being protected from its potential harms. Central to this ambition is ensuring that Irish audiences, especially children, can engage safely with content that is age appropriate for them. The research report that we are launching today provides crucial insights into how Irish people consume media – whether broadcast, on-demand, at home or in cinemas – and gives us a strong evidence base regarding their attitudes to regulation, which will inform future updates to our Media Services Codes and Rules. I want to extend my thanks to the Coimisiún na Meán Research team, the Irish Film Classification Office (IFCO), the Ombudsman for Children’s Office and all those who participated in the research who have contributed their time, views and expertise in developing this research report.’’

While most adults are unconcerned about encountering potentially harmful or offensive media content, most parents report feeling ‘very concerned’ about younger children (12 years and under) viewing/listening to content that includes dangerous or harmful behaviours (74 per cent), sexual themes and nudity (74 per cent), or violence (66 per cent). Parents are less concerned about younger children encountering strong language (44 per cent).

Parents are less concerned, generally, about teens encountering potentially harmful or offensive content. Indeed, they consider that some adult content may be appropriate for older children, if it is consensual, its portrayal is healthy and realistic, and it could help educate their children.

Parents take comfort in knowing that there are regulated spaces that adhere to certain standards, and from the parental controls and child settings that come with some subscription video-on-demand services. Child participants highlighted some practical improvements that could be made to such features, including the use of voice control or fingerprint access. While teen participants generally considered it appropriate that parents should monitor content for younger children, many considered that the balance should shift towards greater self-monitoring as children mature. Moreover, many confirmed that they do indeed self-monitor their content consumption,

On media types, adults report greatest concern about harmful and offensive content on Reality TV (49 per cent) followed by Drama/Fiction (31 per cent), Factual programming (27 per cent) and Light entertainment (25 per cent).

Dr Ciarán Kissane, Director of Film Classification at the Irish Film Classification Office (IFCO) said: “This research presents valuable insights into children’s and adults’ views in relation to media content across all the main platforms in the post Covid era. It specifically addresses the content categories that IFCO uses to provide guidance to Irish audiences. The research has already informed IFCO’s revised Classification Guidelines, issued in June 2025, and is an ongoing reference point for our classification team.’ The fact that age classifications are the most favoured mechanism to inform and protect viewers is particularly welcome as is the continued public recognition of, and regard for, IFCO’s work in this area.  The research highlights challenges in relation to clarity around different ratings systems and this will inform priorities in IFCO’s new Strategy Statement which is currently being drafted. It would not have been possible to deliver such a comprehensive research project without the excellent collaboration with Coimisiún na Meán and the Ombudsman’s for Children’s Office and I would like to express my appreciation to the colleagues in these organisations who worked on this project.”

The research further identifies the growing complexity of Ireland’s media landscape and evolving media consumption patterns by Irish audiences. Teens are more likely than younger children to say that they watch or listen to content alone. Among adults, television (86 per cent) has emerged as the most likely source for accessing media content (86 per cent), followed closely by video-on-demand (82 per cent), then radio (66 per cent) and cinema (63 per cent). Despite the dominance of television as the preferred medium, in general, adults under 55 and children show a preference for video-on-demand services.

Notably adults are less aware of the regulation of video-on-demand services (38 per cent) than television (79 per cent). The are also less likely to consider that video-on-demand services are regulated ‘the right amount’ (46 per cent), in comparison to more traditional formats like television (63 per cent).

Dr Niall Muldoon, Ombudsman for Children, said: “It has been extremely positive working with the Irish Film Classification Office and Coimisiún na Meán on this unique project. We were eager to ensure that children’s views were included in this initiative because every child has the right to enjoy a wide range of media in a way that is safe, inclusive, and appropriate for their age. We talked to children about what they are watching and listening to in 2025 that might be harmful and the results were really enlightening. In our focus groups we found that many young people watch media content on their own- on tablets or phones. They told us they like doing this as they can concentrate better, nobody interrupts them and they can choose what they like, which is sometimes content that is not suitable for younger siblings.

“The children we spoke to were very aware of the dangers of young people seeing harmful content. They mentioned how it might affect their mental health, or that younger children might try to repeat some of the things they see in real life. Young people also found that content warnings about things like violence, drug use, or mental health issues were helpful. They made them aware of scenes that could be upsetting before they started watching something. However, the young people said that sometimes content warnings should be more detailed and easier to see. As always children provided an extremely useful insight into this very serious and important topic. I am delighted that this work, and their views, will inform regulations and other future work for Coimisiún na Meán and IFCO,” concluded Muldoon.

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Categories: Articles, Consumer Behaviour, Content, Research

Tags: Coimisiún na Meán, covid, Ireland, vod