Ofcom Relaxes Cross-Promo Rules For Commercial Broadcasters

Communications industry regulator Ofcom has relaxed the cross-promotion rules governing commercial broadcasters, scrapping all but two existing regulations.

The code now contains two new rules that apply to promotions not within programmes, including a requirement to limit the subject of cross-promotions to just broadcasting-related services in order to protect consumers from promotions that provide no benefit to their viewing experience. This is also to ensure the separation of television programmes from advertising.

There is also now a new requirement on ITV, Channel 4 and Five to maintain neutrality between platforms, such as satellite, cable and Freeview. Ofcom said this is of particular importance as analogue-only homes must make informed choices about which digital TV platform to choose in the run up to switchover.

Within programmes, Ofcom has decided that references to broadcasting-related services do not need separate rules. Instead they will now be subject to Section 10 of the Broadcasting Code, which deals with commercial references in programmes.

The media regulator has also decided that, in certain circumstances, a broadcaster may be able to inform viewers that a programme it is showing is available on another, unrelated channel.

Ofcom: 020 7981 3040 www.ofcom.org.uk