GMTV Censored By Ofcom

Ofcom has banned the Nestle cereal credits from GMTV weather following a complaint against its claim “helping you get the three servings of wholegrain you need everyday”.

Ofcom’s rules state that sponsor credits must be distinct from advertising – “Specific or detailed descriptions of a sponsor’s business or products are likely to be viewed as promotional and are therefore unacceptable.”

GMTV argued that the description was not specific or detailed and therefore not promotional and said that it had stopped broadcasting the credits as a result of the complaint.

However, Ofcom judged the Nestle statement as a specific promotional claim and said that broadcasters are required to ensure that sponsorship credits do not include advertising messages.

It ruled: “Its clear function within the credits was to advertise the sponsor’s products and its inclusion was therefore unacceptable.”

This comes just months after a separate advert for Nestle cereals was banned by the ASA, saying its three-a-day claim was misleading.

Ofcom: 020 7981 3040 www.ofcom.org.uk