Ofcom to review broadcasting ad rules
Ofcom will today review its Airtime Sales Rules – two rules which relate to how broadcasters sell TV advertising to media buyers and advertisers.
The two rules are referred to as the ‘the withholding rule’ which means that all airtime available on the commercial analogue channels ITV1, C4 and Five, but must be sold. This rule works in contrast to the second rule, ‘the conditional selling rule’ which applies to all broadcasters, which prevents them from ‘forcing’ media buyers who want to buy airtime on one channel – to purchase airtime on additional channels.
Both rules were introduced to ensure fair and effective competition between broadcasting and connected services and are being reviewed to ensure that they are ‘still appropriate and fit for purpose.’
The last review of the rules was in 2003, and Ofcom has said that it believes that now its an ‘appropriate’ time to assess whether they are still necessary.