Condom adverts before watershed as abortion commercials are considered

CONDOMS are to be advertised more freely while there will be a crackdown on ads for violent video games, in the largest shake-up of advertising regulations in 40 years.

Under the new rules advertisers are to be governed by a new "social responsibility" clause which, for example, will prevent financial firms from suggesting getting into debt to go on holiday.

However, the Broadcast Committee on Advertising Practice (BCAP) has delayed a decision on proposals that could allow abortion clinics to run TV adverts.

The new UK Advertising Code also introduces greater protection for children and tougher rules on environmental claims.

The code, developed by BCAP alongside the Committee for Advertising Practice (CAP) and media regulator Ofcom, cracks down on ads promoting violent video games and prevents marketers collecting data from under-12s without parental consent.

The clampdown on environmental claims is designed to provide greater clarity for advertisers and the public.

Regulators have also dropped the historic ban on condoms being advertised before the 9pm watershed and on Channel 4 before 7:30pm. Condom ads will be allowed at any time but not around programmes popular with children under ten.

Ads must also comply with the strict rules on taste and decency and socially responsible advertising. It is hoped that the relaxed rules will help reduce teenage pregnancy rates in the UK. The updated code introduces a new "over-arching social responsibility rule" for television and radio to give consumers greater protection and to ensure all ads are "legal, decent, honest and truthful".

Yesterday's announcement follows a full public consultation to ensure the code is "fit for purpose" and is the first review in its nearly 50-year history.

Regulators looked at more than 400 pieces of legislation and 30,000 responses from groups including the government, parents and children's groups, consumer protection bodies, charities and religious organisations, as well as the industry.

The new code will come in to force on 1 September, allowing advertisers nearly six months to adopt the changes and ensure campaigns comply.

The regulators decided earlier this month to delay a final decision on pregnancy advice adverts, citing the identification of "some outstanding matters for further discussion".

BCAP and CAP chairman Andrew Brown said: "The new Advertising Code shows self-regulation at its best.

"Time and again industry has underlined its commitment to socially responsible advertising, ensuring the code reflects societal concerns and changes in the media.

"The code consultation has been thoroughly inclusive and we are grateful for the outstanding response from all stakeholders."

Baroness Gould, chairwoman of the Independent Advisory Group on Sexual Health and HIV, said: "Prevention is better than cure when dealing with sexually transmitted infections or unplanned pregnancies.

"Relaxing the watershed is another positive step in getting safe sex messages to the public."

A spokesman for the Catholic Church in Scotland said last night: "Government sexual health strategies including public health advertising in recent years have amounted to pouring petrol on a fire. Every public health message has contributed to a worsening of the problem and allowing unrestricted advertising of condoms is likely to do the same."