Ofcom tightens premium rate phone-in rules

Ofcom has changed the rules governing television phone-in competitions following the scandals that rocked the industry in 2008.

The media regulator will introduce the new broadcasting code early next year, which will stop the use of premium rate telephone services in TV and radio programmes, unless they are directly related to the show.

However, the move will not affect shows such as Who Wants to be a Millionaire?, Big Brother or competitions within shows, according to the regulator.

Ofcom said the revised rules, which follow a long consultation, will “reinforce the strict distinction between editorial content and advertising in programming”.

A number of channels are expected to be affected by the changes, including participation TV channels that are based on the promotion of premium rate services such as quiz, adult chat and psychic channels.

Ofcom has also proposed updating the Advertising Code, and is currently consulting on potential changes.