UK: ITC Adjusts Sponsorship Code

On 26 March the Independent Television Commission – which oversees commercial broadcasting – published its new code of sponsorship, which takes effect immediately. The rules have been adjusted in order, says the ITC, to make it “possible to widen the scope for sponsorship without the risk of sponsors excessively diverting the editorial agenda for commercial purposes.”

A crucial development within this change of the rules is that so-called “masthead programming” will not be permitted for ITV (Channel 3), Channel 4 and Channel 5. The ITC will review this section of the code after one year.

The ITC’s decision not to permit masthead programming on the major terrestrial channels has been criticised by various print publishers. The Periodical Publishers Association described the decision as “disappointing – but not the end of the line.” However, one other change introduced by the ITC – a change to rule 8.6 – has gratified some programme sponsors, as in future they will be permitted to have straplines – amplifications of their name and product – featured in the credits of programmes broadcast by terrestrial channels.