IPA Gives Tentative Welcome To ITC Sponsorship Code Consultation

The Institute of Practitioners in Advertising (IPA) has broadly welcomed the revisions to the Independent Television Commission’s (ITC) Code of Programme Sponsorship, but has also expressed some concerns.

The ITC released a draft of the new code last month (see ITC Takes Simpler Approach In New Draft Sponsorship Code). The IPA has welcomed the fact that the running order, simplified definitions and general clarity of the code have been “greatly improved”. It also appreciated the ITC’s policy of lighter touch regulation, preservation of programmed integrity and the removal of unnecessary technical rules.

What has concerned the Institute is the idea of prohibiting the sponsorship of individual programmes in a series. It particularly questioned this concept when it applied to special days such as Valentines Day. In a statement released it was said that “The IPA believes there are adequate safeguards provided for viewers because sponsors would need to clarify that their association was limited to the special day.”

In addition, the IPA believes that sponsorship of personal finance programmes should be permitted, as long as the programmes are “how to do” rather than “what to buy”.

IPA: 020 7235 7020 ITC: 020 7255 3000