IPA Disappointment Over TV Sales Ruling

The Institute of Practitioners in Advertising has responded to the ITC’s ruling on TV sales with disappointment, pointing out that many issues of concern to advertisers are not addressed.

The IPA welcomed the continuing prohibition on any combination of competitive television services being sold jointly, such as ITV Regions and Channel 4, or the two London licences. The increase on sales limits to 25% of total UK television revenue is greeted with caution, the IPA unhappy about any special relaxation in the rule to accommodate the smaller ITV licensees.

However, the issues which really concern the IPA are:

• The ITC document suggests that in special circumstances, it may allow one person to have interests in more than one sales organisation.

• The ITC policy does not specifically prohibit anti-competitive sales practices such as underselling or manipulation of minutage

• The paper makes no reference to transitional arrangements where sales pass from one sales point to another.

IPA 071 235 7020