DM Global has been rapped by Ofcom for a sponsorship breach in March during its show ‘Gloria TV’.
Throughout the programme scrolling text ran along the bottom of the screen superimposed on the programme. The text was in French.
The media regulator limits the amount of advertising a broadcaster can transmit and requires that advertising is kept distinct from other parts of the programme service. These requirements are reflected in COSTA. In the absence of any submissions from the Licensee, Ofcom moved to reach a view on the facts available to it from the evidence of the programme alone.
Ofcom noted that the advertising text inviting potential programme sponsors to contact the Licensee scrolled continually over the editorial material. We also noted that the text was not separated from the programme۪s picture for example by displaying it against a solid and discrete background or otherwise made distinct from it. Because the advertising text was presented as part of the programme, Ofcom concluded it was in breach of COSTA Rule 11.
Further, because the advertising text was visible on-screen throughout the hour-long programme, far exceeding the advertising allowance specified in COSTA, the Licensee was in breach of COSTA Rule 4.