ISBA has welcomed Ofcom’s announcement relaxing some television advertising rules as a result of new EU laws.
Ofcom has now completed stage one of its review of the Rules on the Amount and Distribution of Advertising (RADA).
As a result, it will enforce a new Advertising Code from September 2008 which will include a series of changes:
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.
Michelle Sherlock, Media and Advertising Manager, said: “ISBA welcomes the changes recommended in stage one of Ofcom’s Review on the Amount and Distribution of Advertising, which has removed many of the archaic rules that restrict broadcasters.
“We endorse any decision which will improve the quality of commercial television and attract more viewers.”
ISBA’s Television Action Group looks forward to responding to stage two of the consultation this autumn, which will determine the amount and distribution of commercial airtime.
Decisions in stage two are essential to advertisers and ISBA will be evaluating the accompanying viewer research that has helped frame Ofcom’s recommendations.
