ITC Begins Review Of Advertising Rules

The Independent Television Commission (ITC) has published the first of its consultation papers regarding the specific prohibitions set out in its Code of Advertising Standards and Practice. Of 29 prohibitions reviewed, 16 have been recommended for deletion and 8 for amendment.

“We have taken a completely fresh look at all these prohibitive rules in the code, making the case both for and against change and making our initial recommendations” said Stephen Locke, the ITC’s director of advertising and sponsorship. The remaining five rules had the arguments assessed but no change was recommended.

The review is part of efforts by the ITC to have a ‘lighter touch’. The paper, the first of at least three, should result in a more streamlined set of rules, written more clearly and concisely, being published next year. These rules should also make it clearer exactly what is meant by certain rules and also what action will be taken if they are contravened.

Amongst the prohibitions recommended for deletion were those relating to the advertising of private investigation agencies, escort agencies and commercial services offering advice on personal or consumer problems. The ITC recommended that amendments to rules including those related to newsreaders appearing in advertisements and programmes and the restrictions on transmission times of advertisements aimed at children were made. Rules discussed but not recommended for change included those relating to guns and gun clubs and also pornography.

Copies of the consultation pager are available from the ITC’s Information Office or from www.itc.org.uk. Responses need to reach the ITC by 7 July.

ITC: 020 7255 3000