Transparency and Clear Separation of Advertising

1 Transparency and Clear Separation of Advertising

Advertising must be clearly distinguishable from programming.

Licensees must ensure that the distinction between advertising and programming is not blurred and that listeners are not confused between the two.

Advertisements which have a similar style and format to programme editorial must be separated from programming by other material such as a jingle/station ident or by scheduling in the middle of a break.

Advertisers may make references to the programming they sponsor within advertisements for their products. Specific advertisements/trails for particular television or radio sponsorships are also acceptable.

Advertising messages for a station’s own commercial activities, or those on which it works with a commercial partner, may be broadcast but must be clearly distinguishable as advertising and should not be presented in such a way as to suggest to listeners that the information is impartial editorial.

Expressions and sound effects associated with news bulletins need particular care. Listeners must quickly recognise the message as an advertisement