Ofcom makes changes to PSB ad distribution
Ofcom is allowing more advertising breaks in programmes on PSB channels that are longer than an hour, bringing them into line with non-PSB channels.
It said that it “is making the changes because PSBs should not face a disincentive from airing longer programmes, especially within peak-times, because of the advertising distribution rules”.
The regulator also announced that it will review the amount of advertising on TV in spring 2010 but will not be making any major changes to the rules at the moment.
In addition, Ofcom is allowing broadcasters to generate additional revenues from teleshopping. It will be allowed for the first time on PSB channels, but only between midnight and 6am. The rule that limits non-PSB channels to broadcast only three hours of teleshopping a day will be relaxed.
In a separate statement published today, Ofcom said that all TV gambling that invites viewers to pay money to take part in gaming (such as roulette) or place bets (eg on virtual horse races) will be treated as teleshopping.
“This will improve consumer protection, as the Advertising Code (under which teleshopping is regulated) contains specific rules that, among other things, prevent gambling being aimed at young people and prevent the use of misleading claims in teleshopping broadcasts”, the regulator said.