ITC Publishes Second Cross-Promotion Paper

The Independent Television Commission (ITC) has published a second consultation paper on cross-promotion to clarify the points raised by its initial paper on the issue, published in May (see ITC Publishes Consultation Paper On Cross-Promotion).

The aim of the initial paper was to seek comments on all aspects of a possible new cross-promotion policy, which hopes to achieve a balance between the provision of information and the dangers of promotional clutter. The paper proposed that relaxing the current rules would be of significant value in a multi-channel environment, but warned that if cross-promotion were used to excess the distinction between editorial and advertising could become blurred.

The ITC hopes that the second consultation paper, which includes a revised set of rules, will generate specific feedback on the issue.

ITC: 020 7255 3000 www.itc.org.uk

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