ISBA Moves To Block Limit On Game Show Prizes
ISBA is appealing to the Department Of Trade And Industry to block plans to limit the value of prizes offered by game shows such as Who Wants To Be A Millionaire?
The EU-wide limit would set the maximum value of prize promotions at £60,000, effectively outlawing TV game shows such as Who Wants To Be A Millionaire? and Boys And Girls, which offer contestants large cash prizes.
ISBA had previously supported the proposal, being put forward as part of the European Commission Sales Promotion Regulation, on the basis that it would to clear away much of the red tape surrounding prize promotions. However, advertisers are now concerned that it could instead actually have the effect of restricting and limiting the use of sales promotions in every EU member state.
Caroline Whitehouse, ISBA’s marketing services manager, said: “ISBA’s members support the regulation in principle. However, they are very concerned about the limits the regulation could set on prize promotions, which would have a real and practical impact on their activities.”
She added: “There are also questions over how the value of certain prizes could be assessed in monetary terms – it would not be easy, for example, to put a monetary value on the prize of meeting David Beckham.”
Following ISBA’s appeal, the DTI has now agreed that it will seek to ensure that TV and radio are excluded from the scope of the regulation, which would also significantly limit the freedom of companies to use sales promotions directed at children.
Last week ISBA strongly condemned a Government proposal calling for the complete ban of food and drink advertising during pre-school children’s TV programmes and related scheduling (see ISBA Condemns Calls To Restrict Pre-School TV Advertising).
ISBA: 020 7499 7502 www.isba.org.uk
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