New rules have been introduced to ensure that phone-based competitions and prize promotions on TV are run properly.
Ofcom, the media regulator, said broadcasters’ licences would depend on them adhering to the new measures, which aim to protect consumers when they participate in programmes through texting or phone-ins.
It added that the move was aimed at “restoring trust” in participation TV after scandals over phone-in competitions last year severely damaged the brand reputation of established names in broadcasting.
The new licence conditions state that if TV broadcasters invite viewers to participate in a competition, they are directly responsible for the handling of all communications, whether by phone, email or post.
The broadcasters must also obtain independent third-party verification of all systems used in premium-rate voting and competitions. Ofcom warned that it will be making unannounced spot checks over the next 12 to 18 months to make sure broadcasters were complying with this.
Ofcom will be issuing new guidance to clarify broadcasters’ responsibilities under the Broadcasting Code for voting and competitions.
Broadcasters were hit by controversy last year after GMTV and Channel 4’s Richard and Judy (pictured) were fined for accepting competition entries that had no chance of winning. The BBC was also found to have rigged competitions on Blue Peter, Comic Relief and Children in Need.
Separately, PhoneplayPlus, formerly ICSTIS, the premium-rate services regulator, has said that it will now decide whether service providers should be allowed to provide premium-rate services to broadcasters. Providers will need to meet certain conditions, such as ensuring that phone lines are closed promptly.
Ofcom chief executive Ed Richards said: “Viewers must be confident that they will be treated fairly and consistently when interacting with television programmes. These measures will ensure that broadcasters are directly accountable and give protection for all.
“Ofcom will not hesitate to take firm action with broadcasters who step out of line and mislead people.”