NTV in breach over sponsorship rule

Bengali entertainment channel NTV has been found in breach for airing a programme which was deemed to break a product placement rule.

On reviewing the material Ofcom noted that the programme was hosted by Mr Murshed and sponsored by his accountancy firm, Mahbub and Co Accountants – using the programme to promote his own company.

Ofcom therefore considered that the programme raised issues warranting investigation under Rule 9.12(b) of the Code:

Rule 9.12: “Product placement is not permitted in the following:…
b) Consumer advice programmes…”

The broadcaster stated that the show was intended to educate viewers on financial matters. It said that Mr Murshed was selected to present the show as he is knowledgeable on a range of accounting matters and has been working with the Bangladeshi community for many years.

The broadcaster added it would include a product placement logo for this programme in future.

Ofcom was concerned that the broadcaster’s proposal to include a product placement logo in future editions of the programme suggests a significant misunderstanding of the product placement rules, including the specific prohibition on product placement in consumer advice programmes plainly stated in the Code. We remind the Licensee of the importance of maintaining sufficient knowledge of the Code to ensure that its programming complies with the rules.

Ofcom has requested that the broadcaster attend a meeting to discuss its compliance processes and procedures.

The broadcaster breached rule 9.12(b).

Breached rule

Rule 9.12: “Product placement is not permitted in the following:…
b) Consumer advice programmes…”