Ofcom raps Channel 5 over Nestlé 'endorsement'
By Daniel Farey-Jones, mediaweek.co.uk, Monday, 09 July 2012 11:45AM
Ofcom has ruled Channel 5 breached the broadcasting code by allowing repeated commercial references to Nestlé's breakfast cereals in a live interview on its 'Live with Myleene' daytime show.
The broadcasting regulator received one complaint that Ben Shepherd, a guest on the 9 May edition of the show, promoted the brand during his eight-minute appearance.
Shepherd referred to Nestlé’s ‘Battle of the Breakfasts’ advertising campaign, which he was fronting; talked about the benefits of swapping current breakfast choices for Nestlé cereals and told the audience further information was available on the website battleofthebreakfasts.co.uk.
Channel 5 told Ofcom neither it or the programme producer had received payment for for the inclusion of references to Nestlé. It also explained that Shepherd was told verbally and in writing that he "could only make one reference to his campaign relationship with Nestlé".
Ofcom decided there was insufficient editorial justification for the three commercial references in the programme and they were unduly prominent in breach of rule 9.5 of the broadcasting code.
It also considered the overall effect of the live interview was to promote and endorse Nestlé cereals, in breach of rule 9.4 of the code.
This article was first published on mediaweek.co.uk
- Front end Developer become £40k-£50k, London (Central), London (Greater)
- Senior Marketing Manager EMR | Specialist Marketing Recruitment £60000 per annum + Bonus + Car Allowance + Profit Shares, Hertfordshire
- FMCG Category Manager Jarlett de Grouchy £28000 - £38000 per annum + Car Allowance + Bonus + Benefits, Buckinghamshire
- Digital Designer become £40k-£45k, London (Central), London (Greater)
- Senior Account Manager Twist Recruitment £40000.00 - £43000 per annum + bonus, City of London
- The man who made Grey matter
- Yorkshire Tea launches £5 million campaign
- Eric Cantona to swim Channel if Brits agree Kronenbourg 1664 is best beer
- Beacons installed on 500 London buses by Exterion Media
- Heineken selects Publicis Worldwide to be lead global creative agency
- MediaCom's Lisa Humphreys flies flag for media in '35 women under 35' list