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Rules on Advertising and Teleshopping

Definitions

Advertising

Images with or without sound and radio announcements broadcast whether in return for payment or for similar consideration or broadcast for self-promotional purposes by a public or private undertaking or natural person in connection with a trade, business, craft or profession in order to promote the supply of products or services, including immovable property, rights and obligations, in return for payment.

Teleshopping

A direct offer broadcast to the public with a view to the sale, purchase, rental or supply of products or the provision of services, including immovable property, rights and obligations, in return for payment.

Children’s Programmes

Children’s programmes are programmes that are commonly referred to as such and/or have an audience profile of which over 50% are under 18 years of age.

Rules Applying to Commercial Television Broadcasters

Advertising & Teleshopping Spots – General

The total daily time for broadcasting advertising and teleshopping spots shall not exceed a maximum of 18 per cent of the total broadcast day.

The time to be given to advertising and teleshopping spots in any clock hour shall not exceed a maximum of 12 minutes.

Advertising Spots – Children’s Programmes

The time to be given to advertising spots in children’s programmes shall not exceed a maximum of 10 minutes in any clock hour^[1]

Teleshopping Windows

Teleshopping windows shall be of a minimum uninterrupted duration of 15 minutes.

With the exception of self - promotion channels and channels exclusively devoted to teleshopping, the maximum number of teleshopping windows per day shall be eight and the tot al daily time permitted for teleshopping windows shall be 3 hours. ^[2]

Rules applying to Commercial Radio Broadcasters

Advertising & Teleshopping Spots

The total daily time for broadcasting advertising and teleshopping spots shall not exceed a maximum of 15 per cent of the total broadcast day. The time to be given to advertising in any clock hour shall not exceed a maximum of ten minutes.

Note

^ Further to the Children’s Commercial Communications Code, Teleshopping spots are not permitted in children’s programmes.
^ Further to the Children’s Commercial Communications Code, Teleshopping windows are not permitted in children’s programmes.

References

Casas, J., Z. Johanna, et al. (2001). Impact of Shopping Via Internet on Travel for Shopping Purposes. 80th Annual Meeting of the Transportation Research Board, Washington, D.C., Transportation Research Board.
Cohen, E. and C. Hamlin (1998). Defining the Internet Shopper: Attitudes, Objectives, and Behavior, Jupiter Communications & NFO Interactive.
Douma, F., K. Wells, et al. (2004). ICT and Travel in the Twin Cities Metropolitan Area: Enacted Patterns Between Internet Use and Working and Shopping Trips. 83rd Annual Meeting of the Transportation Research Board, Washington, D.C., National Research Council.
Evans, M. (1999). E-Commerce Trends: A look at how Web-driven trends will affect the real estate industry. TechTrends, Urban Land Institute.

[1] Further to the Children’s Commercial Communications Code, Teleshopping spots are not permitted in children’s programmes.

[2] Further to the Children’s Commercial Communications Code, Teleshopping windows are not permitted in children’s programmes.

[1]

[2]