Ofcom is to further strengthen the rules surrounding the use of premium rate phone lines in TV and radio programmes.

From early next year premium rate services (PRS) such as phone-in competitions and votes will only be able to be included in editorial TV and radio programmes when they are related to the main editorial purpose of the show.

If broadcasters wish to promote PRS more extensively than this, they will be considered advertising and regulated under the Advertising Code.

These changes follow consultation and will reinforce the strict distinction between editorial content and advertising in programming.

Participation TV channels

Channels that are likely to be affected by this are participation TV channels that are based on promotion of PRS.

These include specialist quiz, adult chat and psychic channels.

This move will not affect shows such as Who Wants To Be A Millionaire and Big Brother or competitions within shows.

The Advertising Code currently limits promotion of PRS of a sexual nature to encrypted adult channels.

It also restricts the promotion of PRS featuring live personal psychic services. These services are featured on adult chat and psychic participation TV programmes.

Next steps

Ofcom proposes updating the Advertising Code to allow promotion of these particular services on television to continue, subject to strict conditions, and is now consulting on these changes.

It follows new research which reveals that promotion of these particular services on TV is generally acceptable to viewers in their current form, where they are appropriately scheduled, clearly labelled and identifiable in an appropriate section of an electronic programme guide (“EPG”), as this minimises the risk of offence from chancing upon them.

Any potential risk of harm for minors and vulnerable people from promotion will continue to be prevented by strict rules on content, product type and time of day.

Broadcasting Code

Any changes to both the Broadcasting Code and Advertising Code will be introduced following the consultation period on the proposals for the Advertising Code.

The new Broadcasting code rules can be found in Section 4 of the consultation document.

Read the full consultation here

The research can be found here

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Tags: Broadcasting, PRS, Radio, TV