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13|12|06

Television appeals for donations

Ofcom today set out its approach to the regulation of appeals by television broadcasters for donations to pay for programmes.

The Ofcom Broadcasting Code currently prohibits television licensees from appealing for donations, although there is no such ban for radio broadcasters. In April, Ofcom consulted on the case for removing the ban, noting a number of potential advantages and disadvantages.

Ofcom has concluded that the rules for television broadcasters should be brought into line with those for radio. However, a number of restrictions will apply to ensure transparency and accountability, protect vulnerable people from exploitation and maintain editorial independence.

Most respondents were in favour of lifting the ban, subject to restrictions. Some also reflected the findings of Ofcom’s own research which revealed concerns that donations might be used for a purpose other than that stated; and that vulnerable people might accept misleading and exaggerated claims, particularly by religious channels, and make donations they cannot afford.

For those reasons, Ofcom has issued guidance which will ensure that broadcasters:

• keep accurate records of donations received;
• keep accurate records of how such donations are spent;
• make such records available to Ofcom upon request; and
• adhere to rules governing undue prominence of products and services and editorial independence when airing acknowledgments for donations.

Additionally, broadcasters must not:

• exploit vulnerable viewers;
• create unrealistic expectations about what donations can achieve; or
• try to use appeals for donations as a way of avoiding rules prohibiting political advertising and sponsorship.

The statement and guidance can be found at http://www.ofcom.org.uk/consult/condocs/tvappeals/broadcast_appeals/

Ends.

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