UK: ITC Amends Advertising Codes

The Independent Television Commission – which regulates commercial television broadcasters in Britain – has amended its Code of Advertising Standards and Practice. Rule 5 – the main purpose of which is to ensure that viewers are clearly aware of distinctions between programmes and advertising, and between advertisements and sponsorship credits – has been amended thus:

• 5 (b) now includes “Where an advertisement imitates or parodies a particular programme it must not appear in the breaks in or adjacent to that programme”
• 5 (c) now includes a bar on advertisements incorporating “programme titles, logos, sets, or theme music…which are based on the programme concerned, or advertisements in which such products or services are offered as promotional items. In either of these cases the advertisement, as a whole, must not be presented as though it were an extract from or trailer for the programme. Any programme extracts must not appear to be endorsements of the products and services advertised.”

Rule 40 (k) has been amended as follows:

• “Advertisements for alcoholic drinks must not publicise sales promotions entailing multiple purchase which appear to encourage excessive consumption.”