Ofcom Unveils Rules for Video on Demand
As from 19 December 2009, the new legislation published by UK Media Watchdog Ofcom for Video on Demand (VOD) services will come into effect. These regulations will cover content on such services as BBC iPlayer, 4OD, ITV Player, and Demand Five.
Under the new rules, advertising on VOD services must comply with a number of minimum standards, which will be co-regulated by the Advertising Standards Authority in the future. Minimum standards have also been laid out for the editorial content in programming.
The rules are part of revised European law, under the EU's Audiovisual Media Services Directive. They will only regulate 'TV-like' services, which make programmes widely available for members of the public to view when they choose, not electronic versions of newspapers or unmoderated user generated material.
The Directive includes prescription-only medicines or medical treatments cannot be advertised, advertising must be readily recognisable and cannot contain any surreptitious advertising or use subliminal advertising techniques and advertising must not encourage behaviour that is prejudicial to the health or safety of people; and tobacco products.
