Radio Authority Announces Modernisation Of Advertising Rules

The Radio Authority has published its new Advertising and Sponsorship Code to bring it up-to-date with current or imminent legislation. In the first major review in ten years, the changes reflect the increased importance of radio advertising.

Presenters will for the first time be allowed to voice live sponsorship messages within their programmes as long as a clear divide between sponsorship and editorial material exists. Current affairs and review programmes, except news bulletins, will also be able to attract sponsors.

The changes allow psychiatrists, hypnotherapists and investment bodies to advertise on the airwaves for the first time, subject to certain conditions, but regulations to prevent offence to the public will remain intact.

Martin Campbell, director of programming and advertising, said: “The new Advertising & Sponsorship Code ensures continuing protection for the listener while at the same time lightening regulation in areas where this can be done without damaging consumers’ interests.”

Radio Authority: 020 7430 2724

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