TV advert complaint upheld

Press, 26 May 1984, Page 5

TV advert complaint upheld

PA Wellington The Broadcasting Corporation has been warned not to package television advertisements in such a way that they may be confused with programme material. The Broadcasting Tribunal has upheld a complaint by the Television Producers and Directors' Association about the placement of a commercial for Fresh Up, fronted by the New Zealand cricket captain, Geoff Howarth, during a telecast of the Benson and Hedges cricket series from Brisbane in January last year. The association appealed to the tribunal after the Broadcasting Corporation had dismissed its complaint. The association’s past president, Mr George Andrews, said from Auckland, “We are delighted with the decision. The line has been drawn. The corporation has been rebuked. The principle that public programming should not be exploited for private advantage has been established.” Mr Andrews complained to the tribunal on behalf of

the association that the Fresh Up advertisement was in breach of the broadcasting rule that advertisements be dearly distinguishable from the programme material The tribunal upheld the complaint in so far as it related to the placement of the commercial at the start of a break, immediately out of the live commentary from Brisbane. The tribunal says the cricket-match action was continuous and the programme material flowed into the commercials without any visual or oral indication that the commentary was ceasing and the commercials starting. It was obvious the advertiser benefited from the resulting viewer conusion.