Bid to relax rules on charity TV ads

A direct response media company is lobbying the communications regulator Ofcom to allow charities to ask viewers for donations on television shopping channels.

Ofcom currently permits teleshopping advertisements only for goods and services supplied directly to viewers. This has been interpreted as allowing charities to advertise for child and other beneficiary sponsorship packages but not for regular donations.

Paul Cox, director of commercial services at direct response firm MC&C, said: "There are clearly shades of grey because child sponsorship has been advertised in this way.

"We are in the early stages, but Ofcom generally takes a light hand.

We hope it will take a similar approach to charity fundraising."

According to Cox, at least three major charities are keen to advertise for regular donations and are prepared to back the request for more liberal regulations. MC&C is hoping to involve other agencies in the lobbying.

No one from Ofcom was available for comment.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus