ITC Publishes Revised Advertising Standards Code

The ITC has published its revised advertising standards code following an extensive consultation process with advertisers and the public.

Sarah Thane, ITC director of programmes and advertising, said: “Our aim has been to seek views on the current rules and to incorporate best practise and recent developments into the code.”

In fact, very few real changes have been made to the existing code, a spokeswoman for the ITC told Newsline: “The main changes have been made in the format and style of the code, not the rules themselves. We have tried to make the code easier to understand, especially for smaller channels which don’t have the same checking mechanisms as larger broadcasters.”

The ITC claim the new code is not more prescriptive, nor does it create further barriers for advertisers. According to an ITC spokeswoman: “The new code attempts to highlight sensitive issues to advertisers and explain the thinking behind the code, rather than simply creating more detailed guidelines.”

The revised code will come into force at the beginning of September and the ITC will be holding industry seminars to address any questions about the new code.

ITC: 020 7306 7743 www.itc.org.uk

Recent Regulation stories from NewsLine ITC Upholds Complaint Against Pot Noodle ASA Upholds Complaint Against Rover GEITF 2002: Puttnam Calls For BBC To Come Under Ofcom

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left