The IPA has given its response the ITC code consultation paper on sponsorship. In its response the IPA welcomed the ITC’s endorsement of a number of its earlier recommendations, although it listed further points it believed should be covered in the new code.
They include:
That the ITC should be allowing individual broadcasters to exercise their own judgement on masthead programming, infomercials and single interest channels instead of the ITC regulating on this matter.
Clarification on whether programmes on subjects such as cookery, gardening, motoring and travel be allowed to carry sponsors in related fields, without giving rise to conflict of interest.
Clarification on the use of strapline or slogans of a general corporate in sponsorship tie-ins.
Giving individual broadcasters the discretion of whether to use the sponsor in title music sequences that appear inside the programme as well as in the programme credits
Trista Grant, Chairman of the IPA Sponsorship Working Party said, “With popular television programmes such as Coronation Street now sponsored, programme sponsorship is fast becoming an accepted part of commercial television today. Our aim is for sponsored programmes to add value for the viewer, to ensure that programme integrity is not compromised and that viewers are not overburdened with commercial messages.”
IPA Sponsorship Working Party: 0171 580 6690
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