Real rapped for undue prominence

Real Radio has breached Ofcom's programme code after giving undue prominence to sponsors including Sainsbury's and Coca Cola.

The media regulator announced today that Real Radio in central Scotland breached rules 9.5, 10.3 and 10.4 pertaining to promotional references and undue prominence given to products and services.

The first breach occurred on Real Summer Quiz, when a presenter asked the following question: "In which range does People's Ford launch a new car next month? Is it... the Fiesta - great car, the Focus - even better car, or the Mondeo - a wonderful car to drive." After a caller provided the right answer, the presenter said: "Yes, it's at all good Ford People's [sic] car showrooms at the end of this month - in Falkirk, Grangemouth and Edinburgh."

During a subsequent edition of Real Summer Quiz in which the competition was sponsored by Sainsbury's, a presenter said: "And do you know what I know as well about Sainsbury's? I was passing by, driving down the road the other day. You get wee Sainsbury's - you get wee Sainsbury's in garages. There's one at Charing Cross... yes, wee ones dotted all over the place. So you don't have to go to a big, big one; there's a wee one. Keep your eyes out."

The third breach occurred during a broadcast of Real Football Phone In, in which a presenter repeatedly said that Coca Cola Zero - the sponsor of a competition segment - was a "great drink".

Real Radio apologised for the breaches and said that "it considered non-compliance with the Code to be extremely serious". It added that the station's programme director had "instigated additional safeguards and training in order to ensure no recurrence". Ofcom noted that Real Radio "has a generally good compliance record, especially considering its higher than average speech content for a local commercial radio station". The regulator added, however, that "these Code breaches raise serious concerns and Ofcom will consider taking further regulatory action in the event of recurrence".