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Introduction

1.1 Subject to this Cross-promotion Code (‘the Code’), television broadcasters are able to promote programmes, channels and other broadcasting-related services without such promotions being considered advertising and included in the calculation of advertising minutage.

1.2 The amount of advertising that may be broadcast on a television channel is restricted by the Rules on Amount and Distribution of Advertising (‘RADA’) . RADA imposes a maximum on the amount of advertising that can be shown in a given hour and over any one day. For the purposes of RADA, the term ‘advertising’ is used to refer to any form of promotional announcement broadcast in return for payment or similar consideration.

1.3 The Code replaces the rules regulating the promotion of programmes, channels and related services on commercial television issued by the ITC in January 2002 and takes effect from 10 July 2006.

1.4 The Code applies to television services regulated by Ofcom. However, it does not apply to BBC services funded by the licence fee or grant in aid. All references to ‘licensees’ should be interpreted accordingly.

1.5 The Code applies to promotions outside programmes only.

1.6 Within programmes, references to all products and services, including broadcasting-related services, are subject to the rules in Section 10 (Commercial References) of the Broadcasting Code.

1.7 The Ofcom Broadcasting Code applies in the usual way to the content of promotions outside programmes, unless otherwise stated in the guidance on Section 10 of the Broadcasting Code.

The full document is available below:

• Cross-promotion Code [pdf]
  Full print version - Effective from 10 July 2006

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