Ofcom Likely To Relax Broadcast Advertising Rules
Lord Currie, chairman of the new super-regulator, Ofcom, has confirmed that the rules governing television advertising are likely to be relaxed later this year, in a move that could clear the way for the self-regulation of other media sectors.
Currie emphasised that the new catch-all regulator was keen to pursue “co-regulatory opportunities” in the broadcast arena, but made it clear that the responsibility lies with the advertising industry to come up with a workable scheme that can be overseen by Ofcom.
Addressing key industry figures at yesterday’s Oxford Media Convention, he said: “If the industry can come up with a viable scheme, Ofcom would consider moving towards a co-regulatory system.”
Advertisers have been campaigning for a move towards the self-regulation of broadcast advertising for some time. The Advertising Association and ISBA recently welcomed the Communications Bill as a significant step in the right direction (see Advertising Groups Welcome Move Towards Self-Regulation), but yesterday’s announcement is likely to receive more emphatic support.
Broadcast advertising is currently regulated by the Independent Television Commission and the Radio Authority, which have the power to investigate complaints made by viewers and rival broadcasters. However, the new system would see the creation of an organisation like the Advertising Standards Authority, which regulates non-broadcast advertising.
Currie went on to explain that Ofcom, which is expected to be up and running later this year, favoured the co-regulation of other media sectors. However, he insisted that it would not be a soft option, saying: “We will foster co-regulation where possible, but will be prepared to act quickly and decisively where necessary.”
The Ofcom chairman refused to respond to criticism that the BBC should come more squarely under the new super-regulator. However, he warned: “Be under no illusion that the Government is proposing that Ofcom has significant powers of the BBC.”
He added: “We have created an organisation that will that will cover a wide range of issues and will deliver a wide range of regulations. I for one am very proud of this.”
Ofcom is due to announce the appointment of its chief executive next month. A number of high profile industry figures have been linked to the position, including NTL chief executive, Stephen Carter.
DCMS: 020 7211 6200 www.dcms.gov.uk
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