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World Sports Advocate

Volume: 7 Issue: 12
(December 2009)

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Keywords:
advertising ofcom regulations product placement sport analysis recent ruling ofcom bskyb breached broadcasting code allowing specsavers sponsor

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Advertising: Ofcom regulations on product placement in sport: analysis

A recent ruling by Ofcom that BSkyB has breached the Broadcasting Code by allowing Specsavers to sponsor the 'Hawkeye' graphical system has highlighted that there can be a fine line between advertising that is part of a sporting broadcast (prohibited) and programme-related advertising (permitted). Tim Taylor and James Hennigan, of Hammonds' sports and media law group, examine the current rules under the Code, Ofcom's reasons for rejecting Specsavers' sponsorship and proposed changes to the Code following the Audiovisual Media Services Directive.

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