Sunrise TV has been fined 20,000 by media regulator Ofcom.

The broadcaster was in breach of regular offenses during its ‘Beauty Simplified’ show last year.

Throughout the show a very prominent, permanent banner was displayed encouraging viewers to call the show using a premium rate telephone number. The presenter also regularly encouraged viewers to call.

The broadcaster was found in breach of the UK Code of Broadcast Advertising in respect of:

ۢ Rule 2.1: Advertisements must be obviously distinguishable from editorial content, especially if they use a situation, performance or style reminiscent of editorial content, to prevent the audience being confused between the two. The audience should quickly recognise the message as an advertisement.۝

ۢ Rule 11.2.3: [Teleshopping for these products or services is not acceptable:] medical treatments for humans or animals.۝

ۢ Rule 11.13.1: Advertisements must not contain offers to prescribe or treat remotely (including by phone, post, e-mail or fax). That does not preclude advertisements containing offers to distribute general information on health-related matters, such as leaflets or information packs.۝