Ofcom's draft broadcast code relaxes sponsorship rules

LONDON - Media regulator Ofcom has vowed to reduce rules governing television sponsorship to a minimum and give broadcasters greater freedom in this area in its draft broadcasting code.

The watchdog has published the draft code today, outlining new rules for safeguarding viewers under the age of 15, but at the same time promising a "less intrusive" regulatory approach for adult material.

In the section of the code dealing with sponsorship, Ofcom is proposing to cut a number of rules. This will include the lifting of the ban on TV news and current affairs presenters appearing in sponsored programmes that are scheduled next to new programmes and changes to the content of credits.

Ofcom is also proposing to lift some restrictions on the wording that can be used in describing the sponsor's relationship with the programme. This would allow broadcasters to use the line "brought to you by". However, it is maintaining the rule that all sponsorship must be transparent and that editorial integrity is paramount.

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