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19|03|08

Proposals to simplify rules on distribution of TV advertising

Ofcom today published proposals to simplify rules concerning the distribution of television advertising. These include rules about the intervals between advertising breaks and restrictions on breaks in certain types of programmes.

Ofcom’s review of television advertising regulation is in two parts:

Part 1: Distribution of television advertising

Ofcom is proposing to simplify the rules on the distribution of television adverts and is seeking views on a range of proposals, including:

• Removing the rule requiring a 20 minute interval between advertising breaks within programmes: Ofcom believes that allowing flexibility for the timing of breaks is likely to be welcomed by viewers as it would allow breaks to be timed to suit the content of programmes. However, the rules limiting the number of advertising breaks within programmes would be maintained pending the Part 2 consultation. Therefore, viewers would not see any more advertising breaks within programmes
• Removing or relaxing the rules on advertising in particular types of programming: Restrictions on advertising breaks in documentaries, current affairs and religious programmes (other than religious services) would be removed, and breaks in films would be allowed once every 30 minutes, rather than once every 45 minutes.

Part 2: The amount of television advertising

Ofcom is also considering possible changes to the rules on the amount of television advertising. It is not making any firm proposals at this time but would welcome views on how much advertising and teleshopping is allowed on television and whether there should continue to be stricter rules on the amount of advertising on PSB channels (ITV1, GMTV, Channel 4, Five, and S4C) and if so, what those rules should be.

Ofcom recognises the possible concerns of viewers about the amount and intrusiveness of television advertising and particularly welcomes their views, along with the views of broadcasters and advertisers, on its proposals for the distribution and scheduling of television advertising and on the possible options for changing the rules on the amount of advertising. On the other hand, Ofcom must also take account of the contribution made by advertising revenue to paying for the choice of television services that viewers enjoy.

Next steps

Rules on the distribution of advertising: Ofcom aims to reach its decision on the rules in time to allow any changes to come into effect as soon as possible and by 1 January 2009 at the latest.

Amount of advertising: Ofcom aims to publish proposals later this year, with the aim of allowing any changes to be implemented with effect from 1 January 2010. It is inviting views on possible options to help inform proposals it plans to publish for consultation in late 2008.

The consultation on the Review of Television Advertising Regulation is published on the Ofcom website - see Related Items. The closing date for responses is 28 May 2008.

Ends.

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