NEW ADVERTISING CODE FROM OFCOM.

NEW ADVERTISING CODE FROM OFCOM.

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.
This has to be one of the most emotive subjects for the future of TV advertising yet. The viewer is going to be punished with more ads so lets hope we get shorter ads with more content to keep us from switching off.
There was never a good time to introduce this new advertising code but it must have been in the pipeline for some time as Ofcom research everything before the green light is given. This is one new code the viewer is going to complain about in droves.
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