The communications watchdog suggests that VOD services should be regulated on its behalf by the industry body Association for Television On Demand (ATVOD) along with the ASA.
The changes have been made under revised European law and will include content on VOD services such as BBC iPlayer, 4OD, ITV Player, SkyPlayer and Demand Five.
VOD programming will not be subject to Ofcom's Broadcasting Code, but programming will have to adhere to a number of minimum standards. Under the proposed co-regulation, Ofcom will also have back-stop powers to intervene if the new co-regulatory system does not work effectively.
Since 2004 the ASA has regulated TV and radio advertising in the UK under a co-regulatory agreement with Ofcom. Under the proposals for consultation the ASA would regulate the advertising on VOD services as part of a ‘one-stop-shop' for consumers.
The new legislation will require that advertising on VOD services must comply with a number of minimum standards. It must be readily recognisable, not encourage behaviour that is prejudicial to the health or safety and tobacco products, prescription-only medicines and medical treatments cannot be advertised.
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