Broadcasters in pilot

Ofcom is conducting a one-year pilot which started on 22 August which allows broadcasters to include on-air references to websites when they refer to an app as a means of paid-for viewer participation. The Broadcasting Code currently only allows broadcasters to charge for viewer participation or interaction by using regulated premium-rate telephone services. The means of participation includes telephone, text message and apps downloaded to mobile devices and now the inclusion of websites. During the pilot – which is limited to audience voting and competition schemes – and contrary to its original proposal, Ofcom has decided that broadcasters can refer to any paid-for participation website rather than only directly-linked webpages. Broadcasters must offer premium-rate telephone services as a means of participation to ensure that third party verification applies, as required by the Ofcom licence.

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