The Institute of Practitioners in Advertising (IPA), has submitted recommendations to the Office of Fair Trading (OFT) in response to its request for views on whether the 25% upper limit of total television ad expenditure should be maintained as the maximum for each sales house.
Ray Kelly, chairman of the IPA Media Policy Group said: “We believe that the 25% upper limit helps guarantee a genuinely competitive TV advertising market.”
The IPA has concluded that the 25% upper limit and other ITC safeguards should remain in place until such time as the declining importance of ITV permits further consolidation under the existing rules.
Institute of Practitioners in Advertising: 0171 235 7020
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