Ofcom: Cross-promotion by television broadcasters
"The EU directive(-2-) that requires television programmes and advertising to be kept distinct needs to be reviewed against those changes; and in this context, the rules around cross-promotion are of added significance. The same EU directive constrains the amount of advertising any television channel can show. Whilst a review of the EU Directive is underway(-3-), and it appears that there is likely to be some liberalisation of these constraints, it will nevertheless retain a degree of control over the amount of advertising television broadcasters can sell. Any promotion can only be excluded from the calculation of advertising minutage if it is not advertising.
"This statement sets out Ofcom’s conclusions for the regulation of cross-promotional activities going forward and includes the new Cross-promotion Code."
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