Ofcom has decided to lift strict TV advertising rules that only apply to commercially funded public service broadcasters (PSBs).
Following a consultation, the regulator said it had decided to maintain the status quo only “for the time being” and that the potential benefits to viewers, broadcasters and the broader market are “uncertain”.
All UK broadcasters are subject to restrictions on the amount and schedule of advertising on their channels.
But the commercial PSB channels – ITV, STV, Channel 4, S4C and Channel 5 – are subject to tighter advertising restrictions than non-PSB commercial channels such as ITV2, 5USA and Pick.
Ofcom said: “While we believe there may be merit in harmonizing TV advertising rules by relaxing additional restrictions on PSBs, we have decided to maintain the status quo for now.
“In reaching this decision, we recognized that the potential benefits to viewers, public service broadcasters and the wider market are uncertain.
“We also took into account that moving forward would mean that viewers would be likely to see increased advertising in ‘peak’ evening hours that include news. This could result in a reduction in news minutes, which risks undermining a particularly important genre of PSB content with high social value.
“Instead, we consider it appropriate to consider the impact of the changes to TV advertising rules on viewers in the wider context of other changes to the PSB system in the coming years – including the implementation of the Media Bill.”
When it launched the consultation in April, Ofcom argued that the shift of viewers to streaming platforms meant consumers enjoyed a wider range of advertising-supported and subscription services on broadcast and online.
It said at the time: “Allowing PSB channels a little more flexibility in advertising schedules could strengthen their commercial position as they continue to manage their transition to digital-led organizations, and give them the tools to monetize their content.” Will get more opportunities.”
Ofcom said PSB channels currently broadcast a maximum of 12 minutes of advertisements in and around mass appeal programs in the 8pm to 9pm slot during peak hours.
These broadcasters usually balance this by placing little or no advertising in the 6 pm, 7 pm, 9 pm and 10 pm slots, which usually contain news programs.
Source: uk.finance.yahoo.com
