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
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.