Ofcom tells commercial channels to limit cross-promotion

by Sam Matthews, Brand Republic 06-Dec-05, 11:00

LONDON - Ofcom has told commercial TV channels to limit cross-promotion of channels to broadcast-related services and to remain neutral when promoting overall digital television services.

Ofcom's proposals on the future regulation of cross-promotional activities for all commercial TV channels, including non-terrestrial channels like Sky One, is to deregulate and remove the current ITC rules with the exception of a requirement on all commercial TV channels to limit cross-promotions, such as Channel 4 promoting E4, to broadcasting-related services.

Ofcom believes this is necessary to protect consumers from promotions that provide no benefit to their viewing experience and might resemble advertising.

In addition, Ofcom will require ITV1, Channel 4 and Five to maintain neutrality between digital retail television services and digital platforms because the regulator believes consumers should have the opportunity to make informed decisions about their choice of digital retail television service or digital platform.

Ofcom has no powers to regulate the BBC's cross-promotional activities and the review makes no proposals in respect of the BBC.

However, Ofcom did say that it considered the analysis and proposals for regulation set out in its consultation document have equal application to the BBC as to commercial broadcasters.

"Ofcom has discussed its views with the Department of Culture, Media & Sport which is in the process of its BBC Charter review. Ofcom considers it important that the White Paper should require the BBC to adhere to the same set of requirements as that imposed on ITV1, Channel 4 and Five," Ofcom said.

Ofcom's consultation on the review of the cross-promotion rules closes on February 17 2006.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.