ITC STREAMLINES SPONSORSHIP CODE

THE new Sponsorship Code published by the ITC on October 9 provides a streamlined and more user-friendly regulatory approach to the regulation of television sponsorship.
Martin Hart, the ITC’s Head of Sponsorship, said: “The new ITC Sponsorship Code represents a real step forward in terms of simplifying regulation whilst preserving the core principles which protect viewers’ enjoyment of programmes.”
The key principles governing sponsorship regulation, namely editorial independence and the clear distinction between advertising and sponsor credits, will remain the backbone of the Code. These principles prevent programmes being distorted for commercial purposes.
For the first time, credits may include representation of the sponsor’s product, provided this is done in a way that reflects the link between the sponsor and the programme.
The rules, which prohibit the sponsorship of news, current affairs, and consumer advice programmes, will continue to prevent any potential influence on editorial content.