Sky rapped over 'The Simpsons' sponsor

Ofcom has ruled that retailer Currys' sponsorship of Sky1 show The Simpsons breached broadcasting regulations as it was too close to advertising.

The campaign featured a series of idents for services provided by the sponsor, including installation, car carrying and recycling, with each segment carrying the strapline, "Currys we can help".

Ofcom contacted Sky for comment on the campaign in relation to Rule 9.13 of the broadcasting code, which says: "Sponsorship must be clearly separated from advertising. Sponsor credits must not contain advertising messages or calls to action. In particular, credits must not encourage the purchase or rental of the products or services of the sponsor a third party."

European legislation also stipulates that broadcasters can only carry a set amount of advertising for every hour of transmission, meaning sponsorship campaigns are strictly regulated.

In response, Sky argued that it had sought Ofcom's guidance on the idents and was under the impression that the regulator had "confirmed the credits were compliant".

However, Ofcom yesterday ruled that the sponsorship campaign did break regulations as it was too close to advertising. The media regulator also refused to accept Sky's belief that it had received prior approval for the credits.

The watchdog further warned all broadcasters that it is purely a post-transmission regulator and so can only be relied on for "general guidance" prior to broadcast.

"Ofcom does not accept Sky's view that, in advance of transmission, Ofcom had 'confirmed that the credits were compliant'," said the regulator.

"Ofcom is a post-transmission regulator and has always made clear to its licensees that it does not offer pre-transmission clearance or compliance approval."

Last year, Sky was also rapped for allowing Domino's Pizza to sponsor The Simpsons as it was promoting high in fat, salt and sugar foods around a programme aimed at under-16s.