These new steps have been introduced after a series of scandals involving phone-in voting and phone-in competitions in 2007. Ofcom [...]]]> UK regulator Ofcom has introduced new rules to overhaul its broadcasting code to provide stronger audience protection when the public call any premium rate telephone services for services such as adult, psychic and quiz chat shows.

These new steps have been introduced after a series of scandals involving phone-in voting and phone-in competitions in 2007. Ofcom has levied heavy fines recently against many broadcasters and radio companies after concluding investigations.

The changes will come into effect in early 2010 and means that premium rate phone services may only be included in TV and radio programmes, such as phone-in competitions and votes, when they are related to the main editorial purpose of the show.

Ofcom emphasises that this move will not affect programmes such as Who Wants To Be A Millionaire? and Big Brother where phone-ins are integral to the structure of the show.

If broadcasters wish to promote premium rate phone services more extensively than permitted under the new rules, then these services will fall under the strictures governing advertising and be regulated under the advertising code.

Channels that could be affected by this are the Participation TV (PTV) channels that are based on promotion of premium rate telephone services. These include specialist quiz, adult chat and psychic channels.

OFCOMs code currently limits advertising of premium rate telephone services of a sexual nature to encrypted channels and also restricts the promotion of premium rate telephone services featuring live personal psychic services.

For more information on this new ruling – kindly visit OFCOM:

http://www.ofcom.org.uk/consumer/2009/11/ofcom-strengthens-premium-rate-rules/