Ofcom to allow sponsorship of channels

Ofcom today announced that it will amend its Broadcasting Code to allow the sponsorship of commercial television channels and radio stations.

The amendment is subject to conditions relating to broadcasters being able to preserve editorial independence, protect the under-18s and ensure the audience is made fully aware of the sponsorship relationship.

Sponsorship of commercial television and radio programmes has been permitted for 15 years.

The current Broadcasting Code prohibits the sponsorship of news and, for television, current affairs programmes. It also prohibits specific products, alcohol or gambling for example, to be used to sponsor programmes for the under-18s.

A consultation in February considered the options and Ofcom has said it will now allow the sponsorship of any channel, so long as the amount of programming that can be sponsored is limited.

For example, channels and stations that broadcast short hourly news bulletins will be allowed to be sponsored. However, an alcohol brand would not be allowed to sponsor a children’s television channel.

Ofcom will soon publish guidance for broadcasters to go alongside the new Code rules, to ensure full compliance.