Ofcom lifts ban on 'fundraising' TV

Ofcom is to allow TV broadcasters to run "telethon" appeals to raise funds.

The regulator believes the move will benefit niche, religious and community channels, as opposed to the bigger broadcasters like ITV and Channel 4.

Following a consultation in April, Ofcom has retained a number of conditions to ensure transparency and accountability, as respondents had fears that donations might be used for purposes other than those stated.

Concerns were also raised about vulnerable people who might believe misleading claims, particularly by religious channels, with respondents requesting Ofcom prevents any US-style tele-evangelist fundraising.

The move, along with recent changes in the regulation of channel sponsorship and product placement, is aimed at creating additional revenue streams for broadcasters suffering from reduced advertising revenues and tighter regulations on alcohol and junk food advertising.