HK mulls lifting prohibition on indirect advertising in certain radio shows

The Communications Authority has launched a public consultation on proposals for updating the television and radio codes of practice, which include lifting the general prohibition on indirect advertising in certain radio programmes. The proposed guidelines also adjusted the applicability of impartiality requirement on national education.

This comes following the mid-term review of the domestic free television programme service licences and sound broadcasting licences back in February. The authority has formulated a set of proposals for consulting the public, and the consultation period will last for one month until 16 August.

According to the proposed guidelines, the authority recommended lifting the general prohibition on indirect advertising in radio programmes except for certain types of programmes such as news, children, educational and religious service programmes.

Since the advertising practices of sponsorship and indirect advertising are already commonplace in the internet-based infotainment and streaming services, the authority also suggested regulating the form of presenting sponsor identifications within television programmes by general, overarching principles, instead of detailed prescriptions. 

Furthermore, the authority suggested relaxing the current restrictions on the display of sponsor references in children’s programmes provided that they are acceptable for advertising in children’s programmes and such references or announcements are clearly distinguishable as such and comprehensible to a child viewer. It also suggests relaxing the regulation of product or service sponsorship for promos on the condition that some general, overarching principles are complied with.

Additionally, the authority suggested to exclude the impartiality requirement on TV and radio programmes on national education, national identity and the correct understanding of the NSL. 

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Other suggestions include exempting programmes or channels acquired from reputable sources on the mainland for direct re-transmission from complying with the codes of practice (CoPs), removing the requirement for free TV licensees to provide classification symbols in programme promotions.

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