Clearcast aids VoD providers

LONDON - Clearcast, the body responsible for the pre-transmission clearance of TV ads, is to offer compliance advice to video-on-demand providers who run advertising.

Clearcast: to offer advice on ad compliance to VoD providers
Clearcast: to offer advice on ad compliance to VoD providers

Ofcom plans to introduce new rules from 19 December that will mean VoD services are formally regulated for the first time. It plans to hand day-to-day control of VoD services to the Association for Television On Demand and the Advertising Standards

Authority. However, under this proposed co-regulation system, Ofcom will have powers to intervene if the system does not work effectively.

The regulator proposes the new regulatory regime would only apply to "TV-like" services, such as those that make programmes available for members of the public to view at a time of their choice. Other services, such as electronic versions of news­papers and unmoderated user-generated content would not be regulated.

The current shareholders of Clearcast asked it to establish a service to offer voluntary compliance advice on VoD ads before they are screened.

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