ATN Bangla rapped by Ofcom for prominence of branding

ATN Bangla has been rapped by Ofcom after a viewer complained of undue prominence given to a third-party brand during programming airtime.

The incident occured in June 2014 during a show called ‘ATN Rannagor’. Although the channel was unable to confirm whether any commercial arrangements existed between the owner of the Best�۪s brand and the programme�۪s producer/broadcaster in Bangladesh, the Licensee did confirm that the references described above were not subject to any commercial arrangement between itself and Best�۪s. ATN Bangla also stated that it had now stopped broadcasting the programme.

Ofcom said that although there may be editorial justification for certain references to ingredients in cookery programmes, in this case we noted that branding for Best�۪s was regularly visible behind the presenter, and on the front of the worktop. In addition there were two occasions on which the Best�۪s logo and an accompanying image of the product appeared on the screen, alongside the text ���Tomato Ketchup and Chilli Sauce, Best�۪s Tomato Ketchup Kitchen�۝. Ofcom did not consider that there was editorial justification for these references, which strongly resembled brand advertising.

It is important to emphasise that the rules relating to undue prominence are primarily intended to protect audiences by limiting the number of commercial messages contained in programming. Accordingly neither the availability of the products in question nor the Licensee�۪s commercial arrangements are directly relevant to our consideration of whether the references within the programme were unduly prominent.

Ofcom said it had not take any action this time on ATN Bangla but put on notice.