New TV advertising regulations in U.K.

Press, Volume CXV, Issue 33944, 10 September 1975, Page 17

New TV advertising regulations in U.K.

(New Zealand Press Association—Copyright) LONDON, September 9. Television advertisers in Britain will be able to name “brand X” for comparisonadvertising in the near future.

The Independent Broadcasting Authority has set down new advertising regu-

lations governing the network of independent, commercial television companies and commercial radio stations. (The Government-owned British Broadcasting Corporation does not accept advertising). Under the new code, all comparison-advertising in which the name of the competitor’s product is used will be subject to strict scrutiny, the 1.8. A. says. I It lists these other rules: ! Cartoon characters and puppets are banned from com-i mercials directed towards) (children, whose affection for) (them could be exploited;; prices for toys and games! ;must not be prefixed by the; words “only” or “just” to give the impression they are cheap; television stars must not appear in advertisements for children’s goods before 9 p.m.; doctors’ endorsements for medicines and treatments are banned; commercials for alcoholic beverages must not show people under the age of 25. “We want people in drink advertisements to be older than in the past because we 'think it is important to stopi j youngsters from being (encouraged,” the 1.8.A.’5! {head of advertising, Mr. i Peter Woodhouse, said. Previously, people 20 years oldland over were allowed to I act in such commercials.