ITC Publishes “Lighter Touch” Regulation For Sponsorship

The Independent Television Commission (ITC) has published its new sponsorship code, which aims at streamlining and simplifying current regulation. For the first time the sponsor’s product may be broadcast and contact details such as telephone numbers and website addresses included, so long as they do not explicitly entice the viewer to purchase or contact the sponsor.

Editorial independence and a clear distinction between advertising and sponsor credits will remain the backbone of the code, but the new guidelines will increases the attractiveness of the medium at a time when technology could lead to the demise of spot advertising (see Personal Television Recorders To Hit Shops From October). It was broadly welcomed by the Institute of Practitioners in Advertising (IPA) when a draft of the proposals was published earlier this year (see IPA Gives Tentative Welcome To ITC Sponsorship Code Consultation).

The prohibition of sponsorship of news, current affairs and consumer advice programmes remains, to prevent any potential influence on editorial content. Business and finance programme will now be open to sponsorship, however, although they may be unsponsorable it they fall into any of the categories of programme above or may be restricted in their choice of sponsor.

Martin Hart, ITC head of sponsorship, said: “The new ITC sponsorship code represents a real step forward in terms of simplifying regulation whilst preserving the core principles which protect viewers’ enjoyment of programmes.”

ITC: 020 7255 3000