Ofcom Sets Out Dramatic TV Phone-In Rules

Ofcom has set out drastic proposals to toughen regulations for participation TV shows following the premium-rate phone-in scandals that dominated 2007.

TV and radio shows relying heavily on premium-rate telephone services, such as quiz shows and psychic and adult chat lines, are the focus of the clampdown.

Five’s Quiz Call and more than 20 adult channels are among those that will have to change significantly or be taken off air.

The watchdog said the broadcasting code rules would ensure programmes inviting viewers and listeners to participate were not “vehicles for promoting commercial, revenue-generating services”.

It said the new rules would also protect consumers while ensuring advertising was kept separate from editorial content, as is required under European law.

Programmes are also prohibited from giving premium-rate services “undue prominence” and should consist primarily of editorial content rather than promotion of the phone line, the regulator said.

Broadcasters are also restricted to charging viewers solely through premium-rate call charges and not by credit or debit cards.

Ofcom said that some TV channels and programmes as currently broadcast will need to change significantly in order to comply with the new broadcasting code and remain classified as editorial services.

If they decide not to, they can be “reclassified as teleshopping”, which is subject to advertising minutage – the number of adverts during each hour – rules and the advertising standards code enforced by the Advertising Standards Authority.

Ofcom added: “Services which fall into a prohibited advertising category, such as adult chat on unencrypted channels and psychic practices, cannot be broadcast as teleshopping… this means that, unless such services change to comply with the new broadcasting code rules, they can no longer be broadcast.”

Ofcom chief executive Ed Richards said the new rules meant the affected channels faced “a much tougher regulatory regime which they must comply with”.

He said: “Ofcom will ensure that programmes only use premium-rate telephone lines where there is sufficient editorial justification. This will further distinguish between television advertising and editorial content for the benefit of viewers.”

Many TV shows were caught up in the premium-rate scandal of last year, such as Channel 4’s Richard and Judy and ITV1’s GMTV, Saturday Night Takeaway and the British Comedy Awards, as well as Five and BBC programmes (see That Was The Year That Was – 2007 In Review).

Ofcom seeks responses to its proposals by May 22.

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