DM Global rapped by Ofcom for ayuvervedic show
DM Global has been rapped by Ofcom for broadcasting an ‘Ayuverdic’ show, which was deemed to be “harmful” for viewers.
‘Ayurvedic’ was a talk show, which aired in October 2015 and featured Rama Chande, an ayurvedic practitioner. A complainant alerted Ofcom to the broadcast of potentially harmful claims that medical conditions could be treated or cured by ayurvedic products. Ofcom viewed the material and translated the programme from Urdu to English.
A disclaimer and a scrolling message appeared during the show with the following statement: “This programme does not give any medical advice. Please seek your GP advice
before any treatment”.
DM Global did not respond to Ofcom’s request for comments.
Ofcom concluded that the material on the show amounted to the promotion to viewers of the products and services provided by Rama Chande. It included repeated and unchallenged positive messages and claims regarding the efficacy of the products available. In addition, it included contact details that enabled viewers to purchase Rama Chande’s products and services. In Ofcom’s view, this material served the purpose of advertising.
For the reasons set out above, in Ofcom’s opinion, viewers were likely to have wrongly understood that they were watching editorial content. Ofcom’s Decision is therefore that the Licensee did not ensure that it kept editorial content distinct from advertising, in breach of Rule 9.2.
Proper distinction between editorial content and advertising is important for consumer protection, and this is particularly the case for products and services, such as those of a medical or health related nature, where strict rules apply to broadcast advertising to protect audiences. Recognising the potential for this type of content to cause harm to the audience, and the risk of broadcasters attempting to circumvent strict advertising restrictions in this area, Ofcom has put DM Global on notice that Ofcom intend to monitor its output and will consider taking further regulatory action if similar content is broadcast again.
