Transitions Adaptive Lenses, the sponsors of Channel 4 travel programming, has been found in breach by OFCOM for advertising during its credits.
The adverts showed people standing on a sunny rooftop and walking through a city, while a hand turns a dial to change the brightness of the scene.
Under the broadcast code, sponsorship credits must not contain advertising messages or calls to action.
Channel 4 said that references to the sponsor’s product were brief, and that it ended by saying ‘discover and enjoy Coach Trip sponsored by Transitions Adaptive Lenses’.
OFCOM decreed that there were references to positive attributes of the product, such as ‘Transitions Adaptive Lenses adjust to changing light. Giving you a better view on the world’, and that the sponsorship message appeared approximately 11 seconds into the 15 second credit. The sponsorship was found not to be the key message in the credit, and it was therefore found in breach of the code.
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