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Ofcom today proposed significant changes to its broadcasting code that would have a dramatic effect on services such as quiz TV and psychic and adult chat TV.
The new rules would ensure participation television services "are not vehicles for promoting commercial, revenue-generating services" and "that viewers are adequately protected and that advertising is kept separate from editorial content", the broadcasting regulator said.
Probably the most high-profile programme that could be affected is Five's late night Quiz Call block.
The four new rules would require premium rate phone-in services "not be given undue prominence" in shows; that shows "consist primarily of content other than the promotion of the PRS"; that the "primary purpose" of shows must be editorial; and that related charges be made only by premium rate phone services directly, not by credit card or direct debit.
If the changes are agreed, several channels will either have to change dramatically - downgrading the role of PRS - or be reclassified as teleshopping channels, to which the broadcasting code does not apply.
However, under the BCAP's Advertising Standards Code, which governs teleshopping, some services would still not be able to continue. Notably, unencrypted adult chat and psychic services are not allowed.
If classified as teleshopping, the services would also be viewed as advertising by Ofcom, and therefore subject to its minutage limits. These are particularly strict for public service broadcasters.
Ofcom began its review of rules on participation TV and premium rate services after a string of shows were found to have operated them wrongly. Final changes will be confirmed after a consultation ending on May 22.
Chief executive Ed Richards said: "The new rules mean these channels face a much tougher regulatory regime which they must comply with.
"Ofcom will ensure that programmes only use premium rate telephone lines where there is sufficient editorial justification. This will further distinguish between television advertising and editorial content for the benefit of viewers."
