Omnicom 'has empathy' with broadcasters as Ofcom reviews ad rules
Omnicom Media Group (OMG) has told The Drum that it has ‘empathy with the challenges faced by UK broadcasters' under current regulations as Ofcom reviews its TV advertising rules.
International marketing communications firm OMG was cautious when commenting to The Drum about its views on Ofcom’s decision to review its Airtime Sales Rules, which constrict broadcasters sales of TV advertising to media buyers and advertisers.
“OMG respect the need to re-consider regulations as and when there has been enough market change for it to be deemed appropriate,” the statement continued.
Ofcom yesterday announced that it would review its Airtime Sales Rules - the witholding rule’ which relates to analogue broadcasters ITV1, C4 and Five, which states that all airtime must be sold, while the second rule, ‘the conditional selling rule’ applies to all broadcasters, and prevent them from forcing media buyers who wish to buy airtime on one channel, from purchasing on other channels too.
Ofcom will review the rules for the first time since 2003, in order to ensure that they are ‘still appropriate and fit for purpose.’
The OMG statement added that the group was ‘committed to a constructive dialogue’ with relevant parties to find a ‘mutually acceptable way forward’ through consultation.
“OMG has been actively engaged in the current process surrounding the proposals on whether to amend the rules that set the maximum amount of ad minutes and determine break patterns for commercial TV channels (due in the spring). We will seek to extend this influence to the new consultation on surrounding “withholding” and “conditional selling” of airtime,” the statement continued.
“Our primary concern is to protect the needs of our advertisers businesses against unfair sales practices. In addition to this we seek to safeguard our agencies and the UK TV industry too,” it concluded.
A ruling should be decided by 7 June.