The X-Factor, Big Brother and others broke rules

The X-Factor, Big Brother and other shows broke rules regarding brand sponsorship.

The X-Factor and Big Brother are amongst several shows that broke rules on sponsorship, Ofcom have revealed. The media regulator ruled that the sponsorship of several shows, across ITV, Channel Four, Five, Living and three UKTV Channels, broke the rules because they were judged to have featured promotional messages for the sponsor’s products with the credits of the programmes.

Big Brother, which is sponsored by Virgin Media, broke the rules because of messages during the programme which referred to perks that customers would receive at the V Festival. The Carphone Warehouse sponsorship of The X-Factor similarly broke the rules by stating it had a broadband package to suit “everyone”.

Ofcom rules state that broadcasters must inform viewers if the programmes are sponsored and usually the broadcasters do this within a title sequence. However, the sponsorship sting is not allowed to include direct “call to action” or encourage a third party to use or buy their products/services. In other words they are only allowed to state they are sponsoring the forthcoming show.

Other programmes judged by Ofcom to have broken the rules were the weather on GMTV which is sponsored by Nestle Cerals. GMTV has been involved in scandals before including the premium-phone in scandal which encouraged viewers to phone in to enter for prizes they had no chance of winning. Five Weather also fell foul of regulations, it’s sponsored by BT. The Gadget Show, also on Five, sponsored by PC World was also judged to have broken the rules.

The Alan Titchmarsh Show, on ITV1, and the Your Natural World programming on UKTV Gardens, Documentary and History are sponsored by Benecol where all in breach of the rules and finally on daytime programming on Living, sponsored by Lipblind, also fell foul.