Consultation on the enforcement of scheduling of television advertising

by DLA Piper
Contact

Ofcom has published a consultation document regarding various approaches to the enforcement of scheduling of television advertising.

Both Ofcom’s own Code on the Scheduling of Television Advertising (COSTA) and the Audiovisual Media Services Directive place restrictions on the insertion of internal advertising breaks within programmes, based on factors including the “scheduled duration” of the programmes in question, although neither define this term.

The consultation primarily focuses on a choice between four different methods of calculating a programme’s “scheduled duration”, as detailed below.

Electronic Programme Guide (EPG) Approach

Under this method, a programme’s scheduled duration is based on the EPG listing – i.e. from the scheduled start time of that programme until the scheduled start time of the next. This means that both the programme’s editorial content and any material broadcast during the breaks (e.g. advertising, programme trails etc) are included in the scheduled duration. This is the traditional method for calculating a programme’s scheduled duration.

Broadcasters’ Transmission (TX) Logs Approach

With this approach, a programme’s scheduled duration is calculated on information obtained from the TX logs, which provide detailed records of the start and end times of each programme, along with the timings of internal breaks. This in turn provides three possible ways to calculate the scheduled duration:

a) the programme slot – i.e. from the start of one programme until the start of the next, including all programme, advertising and promotional material transmitted in-between;

b) editorial content plus internal breaks – i.e. from the start to the end of the programme including editorial content and all material shown during internal breaks; or

c) editorial content alone – i.e. from the start of the programme to the end of the programme excluding advertising and promotional material broadcast in internal breaks.

The consultation asks for respondents to indicate which of these four methods of calculation they would prefer, based on the three criteria of consumer interests, practicality of enforcement and regulatory certainly. Alternatively, respondents can suggest a preferred method of their own.

The consultation also proposes a number of amendments to COSTA which are designed to help broadcasters apply the rules consistently. These relate to the definitions of specific terms such as “teleshopping” and “clock hour” as well as amendments to the layout of COSTA itself, so that it more closely reflects the structure of the Ofcom Broadcasting Code.

The consultation is open until 10 October, and can be accessed here. Following the consultation, Ofcom expect to issue a statement in early 2015.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© DLA Piper | Attorney Advertising

Written by:

DLA Piper
Contact
more
less

DLA Piper on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.