NEWS: IPA lobbies ITC on sponsorship rules

The Institute of Practitioners in Advertising is to call on the Independent Television Commission to relax its rules on programme sponsorship as the number of new TV channels increases.

The Institute of Practitioners in Advertising is to call on the

Independent Television Commission to relax its rules on programme

sponsorship as the number of new TV channels increases.



The IPA’s recommendations to the ITC on its code of programme

sponsorship, sent to the commission this week, argue that more TV

channels will mean more programmes being funded by the commercial

sector, and this will require a rethink of the sponsorship code.



The IPA is calling for the ITC to allow programmes such as cookery,

motoring and travel, to be sponsored by advertisers in related fields.

For example, the IPA argues that Oxo should be allowed to sponsor a

cookery show.



The IPA is also calling for sponsorship credits at the end of a show to

be integrated with the end credits of the programme itself, and for

advertisers’ slogans and straplines which are registered trademarks to

be permissible in sponsorship credits, both visually and aurally.



The IPA’s proposals anticipate a wide-ranging overhaul of the ITC’s

sponsorship code this spring. The ITC is sounding out interested parties

about how the current rules should be amended.



Andy Troullides, the managing director of MediaCom and the IPA’s Media

Policy Group member responsible for sponsorship, said that the IPA’s

proposals were sensitive to ITC concerns about interference by sponsors,

exacerbated by Heineken’s recent attempts to influence the content of

ITV’s Hotel Babylon, which it sponsors.



‘We’ve been very careful to ensure that our recommendations in no way

distort the editorial presentation of any programme,’ Troullides said.



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