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24|07|08

Ofcom publishes a new Advertising Code

Ofcom today published a shorter and simpler Code on the scheduling of television advertisements.

Following changes to the European framework of advertising regulation as set out in the Audio Visual Media Services (AVMS) Directive, Ofcom decided to carry out a comprehensive review of advertising regulation in two parts. The new Code is a result of the first stage consultation held earlier this year http://www.ofcom.org.uk/media/news/2008/03/nr_20080319.

The new Code makes no changes to the amount of television advertising or the number of advertising breaks in most programmes. Changes include:

• removing rules that require a 20 minute interval between advertising breaks within programmes. This forces the first and last breaks to be scheduled very close to the beginning and end of some programmes to the annoyance of viewers;
• allowing broadcasters to transmit one advertising break for every 30 minutes of a film, instead of one for every 45 minutes;
• ending restrictions on the advertising breaks in documentaries, current affairs, and programmes about religion which may discourage broadcasters from scheduling such programmes.

The changes to the Code will come into force on 1 September 2008. http://www.ofcom.org.uk/consult/condocs/rada/statement/

Next Steps

Ofcom will publish the second stage consultation document on the amount of advertising and teleshopping that is allowed on television in the autumn. This consultation will also consider how often advertising breaks should be allowed.

Many stakeholder groups, including viewers, broadcasters, advertising agencies and advertisers, have expressed opposition to the suggestion of more advertising. Ofcom recognises this and will ensure a full and open consultation on this issue to give everyone an opportunity to respond in the coming months.

Ends.

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