The regulations previously set down by Ofcom's predecessor, the Independent Television Commission, in 2002 had said that there should be a clear line between television programming and advertising, restricting commercial television broadcasters in their cross-promotional needs. Ofcom reviewed these previous regulations in December 2005, closing its consultation in February this year.
The new regulations take a three-pronged approach freeing up promotion of digital channels before analogue switch-off scheduled for 2012, promoting "platform neutrality" so consumers know that new channels are available on a number of platforms, creating a clear difference between cross-promotion and advertising and restricting any form of in-programme advertising.
Ofcom will now encourage ITV, Channel 4 and Five to use promotion of their own services during content not reserved for advertising of content, but limit the action to promoting purely broadcast related services and ensure that viewers are not exposed to "promotions that provide no benefit to their viewing experiences".
The regulator has also stated that in changing the cross-promotional rules it will be looking to keep the promotion of digital television platforms balanced and discourage "discrimination by the commercial terrestrial broadcasters" in favour of a single digital channel or platform. It wants to encourage the terrestrial broadcasters to become platform neutral in their promotional campaigns.
New rulings also mean that ITV, Channel 4 and Five will be able to inform viewers that a programme it is showing is also available on another, unrelated channel.
Ofcom will also remove the regulation that promotions within centre breaks of programming should not exceed more than 20 seconds previously restricted by the EU.
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