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28/08/2002

ITC publishes revised Advertising Standards Code

The ITC has published its revised Advertising Standards Code, following an extensive consultation process with broadcasters, advertisers and other interested parties.
The Code comes into effect on Monday September 2.
The ITC produces an industry Code and operates backstop compliance procedures to prevent harm, offence and misleading information in television advertising. Otherwise, the broadcasters take responsibility themselves for ensuring that television advertising meets the appropriate standards. The revised Code is organised more clearly, and provides guidance on underlying principles and the reasoning behind them.
"Our aim has been to seek views on the current rules and to incorporate best practice and recent developments into the Code," explains ITC Director of Programmes and Advertising, Sarah Thane. "The basic policies remain very much as they were, and as our research indicates viewers want them to be, but we have sought to put them into a more user-friendly format".
The ITC will be offering industry seminars later this year to answer any questions relating to the Code and the revisions.
(GB)
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