The following code, which applies to all television and radio stations broadcast in Britain, was drawn up after a year of consultation by the independent television regulator, Ofcom and comes into force in July.
Interestingly, not only does it embed the current 9pm watershed (the time kids shouldn’t be watching from) but also looks at the possibility of programmes funded entirely by product placement and channels renamed by brand sponsors as replacements for traditional advertising.
Chris Banatvala, head of standards at Ofcom, said: "There is a limit to regulation because we cannot be in everyone’s home. Parents have to take responsibility too and we still see the watershed as the most useful tool."
The New Broadcasting Code
- Broadcasters guaranteed freedom of expression within the law
- 9pm watershed remains building block of regulation
- R18-rated porn films banned due to lack of secure encryption
- Broadcasters must protect under-18s from harmful material
- Adults exercise "informed choice" over what to view
- "F" and "C" words permitted with justification
- Viewers must have "adequate protection" and warnings over harmful or offensive material
- News must be reported with "accuracy and impartiality"
- Relaxation of product placement under consultation
- Brands can sponsor an entire commercial channel
- TV hypnotists must not broadcast routines straight to camera
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