The European Court may be called on to decide how many minutes of
ads UK TV viewers will see an hour.
The Incorporated Society of British Advertisers is planning to turn to
the court if the Independent Television Commission rejects a submission
from advertisers to increase TV ad minutage.
It wants to harmonise UK commercial terrestrial TV with both satellite
and cable and the European standard. Under current UK legislation, an
average of seven minutes of advertising an hour is permitted.Throughout
Europe and across UK satellite and cable channels, the average is nine
minutes.
ISBA is understood to be bracing itself for bad news and is preparing
its next line of attack, which includes approaches to the EC or the
Office of Fair Trading.
A formal ITC ruling is expected next month.
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