The Broadcast Committee of Advertising Practice (BCAP)--a UK industry body which has been contracted by UK regulator, Ofcom, to write and enforce codes of practice that govern TV and radio advertising, and which is made up of broadcasters, advertisers, agencies, direct marketers and interactive marketers--is planning to publish a "Help Note," designed to clarify what kinds of content are allowed in interactive TV advertisements, and also to define which aspects of interactive TV advertising fall within its remit and which fall within Ofcom's remit (interactive services that blur the borders between advertising and programming, for example, appear more likely to fall within Ofcom's remit). Red-button ads that take viewers outside the linear broadcast stream are technically not subject to the same regulations (for example, regulations prohibiting product comparisons and regulations prohibiting the advertising of betting services) as govern linear TV commercials. However, broadcasters appear to be becoming nervous of red-button ads that feature content that would be prohibited in linear ads: BCAP's decision to issue the clarification comes just a few weeks after four UK broadcasters (the Independent Television Network, Five, IDS/Flextech and Sky) disallowed an i-ad for the Jeep Grand Cherokee--which contained footage comparing the latter's performance with that of sports coupes from Audi and BMW-- until the offending footage was removed. Sources told [itvt] that BCAP hopes to be able to publish its new Help Note in about a month's time.
Click http://www.itvt.com to subscribe to our free email newsletter, which contains all the news stories you see on this Web site, as well as breaking news and scoops, in-depth features, interviews, and other exclusive content.
