ITC Publishes New Sponsorship Code

The ITC has today announced a new revised Code of Programme Sponsorship which it hopes will widen the scope for sponsorship without the risk of sponsors “excessively diverting the editorial agenda for commercial purposes.”

The main changes to the code are as follows:

• Masthead programming to be permitted on all ITC licensed channels apart from Channels 3, 4 and 5.
• Greater scope for the use of straplines
• Greater scope for sponsorship of “how to do” (instructional) programmes.
• In gameshows, the number of brand references allowed has been increased from one to two.

On masthead programming the Commission received representations both for and against its extension to ITV, C4 and C5 and it concluded that an extension would not be appropriate, saying: “Masthead programming is as yet an untested formula in the UK and the Commission remains concerned that it could affect the diversity of these channels which have public service obligations.” This part of the code will reviewed after a year, taking into account any issues which emerge from the masthead programmes broadcast on satellite and cable. The ITC also says that where a masthead programme is shown, there should be no in-programme cross-promotion with the parent publication.

As far as straplines are concerned, credits may include straplines which clearly refer to the programme itself or to the sponsor’s relationship in the programme. However, in no circumstances will straplines be allowed to promote the sponsor’s goods or services.

Programmes which include reviews of products are not normally allowed to be sponsored by companies which sell similar products. The ITC believes that “how to do” programmes which cover specific areas as their theme do not fall in this category. Therefore, these programmes will be allowed to be sponsored by companies whose products fall within the area of interest of the programme.

ITC: 0171 255 3000