Classic FM is calling for Radio 3 to pull a trailer from BBC
television on the grounds that it constitutes unfair advertising.
The classical music station has written to the Advertising Standards
Authority and the Broadcast Complaints Commission saying that the film
is ’an obvious criticism of Classic FM and a breach of fair
As well as demanding the trailer’s withdrawal, it is also calling on the
BBC to broadcast an apology and clarify its position on using its own
airtime for promotion.
The trailer, created for Radio 3 by Lambie-Nairn, shows an actor
repeating the line, ’to be or not to be’, from Hamlet and ends with the
thought that Radio 3 ’gives you more than just the famous bits’.
Classic’s chief executive, Ralph Bernard, said the amount of airtime
devoted to the film was unfair, adding: ’The content of this trailer is
an obvious criticism of Classic FM and a breach of fair advertising. It
would also appear to be a break with undertakings the BBC made some
years ago to the Office of Fair Trading on using its own airtime for
A BBC spokesperson denied Classic’s accusations: ’This campaign is about
the brand values of Radio 3, not knocking Classic FM.’
Last month ITV and the Commercial Radio Companies Association protested
to the Commons select committee on culture, media and sport about the
BBC’s ’Perfect Day’ promotion by Leagas Delaney.