ITC CONSULTS ON ADVERTISING STANDARDS CODE

A simpler approach to standard-setting for television advertising, which encourages more acceptance of responsibility by the broadcaster, is proposed in the revised ITC Code of Advertising Standards, published for consultation on January 8.
This is the most comprehensive review of advertising regulation since the start of commercial television. The review seeks to create a closer working relationship with broadcasters in order to maintain the enduring principles of prevention of misleadingness, offence and harm, central to a flourishing advertising environment.
To achieve this a new style has been adopted to enhance the clarity of the revised Code. The rules have been logically grouped together with accompanying guidance according to the intention behind them. This guidance and the explanatory notes will supplement Code rules to illustrate best practice and common pitfalls, thereby assisting broadcasters' and practitioners' understanding and awareness of the purpose and spirit of the Code when applying rules.
In addition, the revised Code recognises the need to simplify and re-focus guidelines as public expectations and the nature of advertising change.
Other rules have been added to the Code only where there is a need to make broadcasters aware of changing viewer expectations, particularly in the area of harm and offence. Greater guidance has been added to this section by highlighting issues, which have been identified as current viewer concerns, such as stereotyping, bullying and mental and physical distress.
This paper is the second and final consultation reviewing the Advertising Code. The first paper looked specifically at prohibitions in the current Code. This consultation paper includes a full review of the Code and draws upon the views and advice received as a result of the first consultation. (CD)