- The ITC is planning to let programme sponsors show their product on screen and relax the rules on use of slogans.
The proposed changes take place as the ITC demonstrates its policy of being a light touch regulator in the face of the rapidly changing dynamics of the TV marketplace.
The ITC stipulates that while it is considering allowing advertisers to visually show their products they must ensure that sponsorship credits are clearly differentiated from spot advertising and make a clear link between the sponsor and the programme.
Martin Hart, head of sponsorship at the ITC, commented: "ITC policy on sponsorship regulation has always erred on the side of caution and to date sponsorship has been an area where regulatory intervention has not been widely required. In this environment of more flexible regulation it is essential that we consider a simpler approach."
The advertising body ISBA welcomed the ITC's proposal. Bob Wootton, ISBA's director of media services, said: "Any propositions to simplify this code will be welcome. This code is known to be particularly unfathomable and complex, as well as subject to subjective interpretation which has led to some sponsorships faltering."
Wootton added that the revised code "could pave the way for credits to become more dynamic and less static."