ITC Revise Advertising Code

The ITC announced today that it will be amending two of the rules in its Code of Advertising Standards and Practice. Those rules are rule 5, which deals with the separation of programmes and advertisements, and rule 40(k) which is concerned with sales promotions for alcoholic drinks.

The Commission approved the amendments, following requests from the Broadcast Advertising Clearance Centre for clarification and simplification of some provisions in the existing rules.

Additions and amendments to rule 5 are as follows:

Where an advertisement imitates or parodies a particular programme it must not appear in the breaks in or adjacent to that programme.

Adverts must not include extracts from recent or current programme material or incorporate programme titles, logos, sets or theme music, except when the advert is promoting products or services which are based on the programme concerned. In either case, the advert must not be presented as though it were an extract or trailer for the programme. Any programme extracts must not appear to be endorsements for the products and services advertised.

ITC warn advertisers that advertisements are likely to impinge upon intellectual property rights if they feature actors appearing as the characters they play in programmes. This warning follows the recent dispute between the BBC and British Telecom over Eastenders actors being in shown in character in a series of BT advertisements.

Amendments to rule 40(k) are as follows:

Advertisements for alcoholic drinks must not publicise sales promotions entailing a multiple purchase which appear to encourage excessive consumption.

ITC: 0171 306 7743