Notice On Advertising And Sponsorship On Radio And Television

Original Language Title: Bekendtgørelse om reklame og sponsorering i radio og fjernsyn

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Table of Contents

Chapter 1 Scope of application

Chapter 2 Identification, location and scope of advertising

Chapter 3 Advertising content

Chapter 4 Sponsoring programs

Chapter 5 Inherit

Chapter 6 Entry into force

Publication of advertising and sponsorship in radio and television

In accordance with section 77, section 85 and section 93 (3). 2, in the law on radio and television, cf. Law Order no. 827 of 26. August 2009 on radio and television sets shall be fixed as follows :

Chapter 1

Scope of application

§ 1. The announcement includes advertising and sponsorship of programmes in all forms of radio and television, cf. Paragraph 1 of the law on radio and television.

Paragraph 2. The same rules apply to the same rules as for television, by the way, where nothing else is stated.

Paragraph 3. The publicity and television coverage of future programmes and the reference to products and lignments directly derived from the programmes, as well as public service announcements and unpaid benefits for the benefit of the benefit of the benefit of the benefit of the benefit of the benefit of the public ; covered by this notice.

§ 2. In the DRC programme and in the application business on non-commercial 'windows' on local television, advertising must not be allowed.

Chapter 2

Identification, location and scope of advertising


§ 3. Advertising must be clearly identifiable as such in such a way as to distinguish between the content and presentation of ordinary programmes.

Paragraph 2. In television, the beginning and end of an advertising block must be clearly indicated by means of an audible signal or the text of the text, including both, and an image specification.

Paragraph 3. In the radio, an advertising type or advertising blog must be clearly indicated by means of an audible signal or the text of the message, if appropriate, of both.

Paragraph 4. In text television, a clear picture is to be made.


§ 4. Television in television may only be sent in blocks that are to be placed between the programmes. This does not apply to advertising in text television.

Paragraph 2. However, advertising blocks may disrupt the sports programmes, where there are breaks, or programmes which are a direct or staggered transmission of a charade or an event with pause for the audience. The position of such advertising blocs shall take place in the light of the programme ' s natural pauses, duration and character and in such a way that neither the integrity and value of the programme nor the rights of the holder are violated.

§ 5. Advertising radio can be placed all over the air in the air.

§ 6. Advertising for alcohol, non-concierable medicinal products and supplements must not be placed on the side of programmes addressed to minors.

Scope of Services

§ 7. Reclamer must not exceed 15%. for a daily period of time and not more than 12 minutes per day, of the individual permission havers or a registered product. Hour.

Paragraph 2. If individual parts of the total daily period of time which the holder of a licence to a radio or television company or a registered software company is less than one hour is less than 1 hour, the 12 minutes per hour shall be reduced. time within these periods of time proportionally.

Paragraph 3. Advertising television in the form of direct offers to the viewers for sale, purchase or rental of products or services may not be combined to exceed 1 hours per hour. the day and shall be contained in the one in paragraph 1. 1 specified send time.

Paragraph 4. Paragraph 1-3 does not apply to text television.

Chapter 3

Advertising content

General rules

§ 8. Promotion on radio and television must, like all other advertising, be legal, seafarable, honest and truthful and be designed with due social responsibility.

Paragraph 2. Advertising must be in accordance with the marketing law and, by the way, respect generally accepted commercial standards.

Paragraph 3. It shall appear on the advertisement, who is advertisers, possibly by trademarks or other business-end characters.

Paragraph 4. The observations referred to in paragraph 1 shall be taken. The weight of the circumstances under which the radio and television reception in general takes place is given consideration to the circumstances in which the radio and television reception conditions are concerned.

§ 9. A Program employee that works in a new or actualization program, including sports news and actualistic programs for sport, must not be part of a television advertisement issued by the same programme. Television advertisements sent by the undertaking concerned shall not include symbols or standard elements from the operation of the operation.

Paragraph 2. One person who works in a television programme that falls outside the provisions of paragraph 1. Paragraph 1 may not be involved in a television advertisement issued by the same programme, provided that such participation may give rise to the confusion of the advertisement by a television programme published by the programme concerned.

§ 10. Advertising must not encourage acts of violence. They must not include killings, violence or mistreatment, and they must not be unaddutiable in superstition or in fear.

Paragraph 2. Advertising must not be discriminatory in terms of race, sex, age, religion or nationality, or the religious or political persuasion of the offenders.

Paragraph 3. Advertising must not encourage behaviour in breach of the safety of the home, in the workplace or in the traffic, or to dangerous, irresponsible, harmful or harmful behaviour in the environment. Where the use of a product requires special safety considerations to be taken into account, shall be subject to the attention of the advertised.

§ 11. Advertising shall not debug or refer to persons, whether or not they are private or public property, unless prior authorisation has been obtained. Advertising shall not, without prior authorisation, be depict or referred to something belonging to a person in a manner that is suitable to induct the intake of a personal recommendation.

§ 12. Advertising in which subliminal techniques are used shall not be sent out.

Products and services, etc.

§ 13. Advertising for alcoholic beverages shall comply with the following rules :

1) They must not be particularly addressed to minors and must not, in particular, show underage that consume alcohol.

2) They must not connect the consumption of alcohol with increased physical performances or car driving.

3) They must not create the impression that the inclusion of alcohol contributes to success in the social or sexual area.

4) You must not imply that alcohol has therapeutic properties that it is stimulating or reassuring, or that it can be used to resolve personal conflicts.

5) They must not encourage the intake of alcohol or to make abstinence in a negative light.

6) They must not place particular emphasis on a high alcoholic strength as a positive quality of the beverage.

§ 14. Advertising for medicinal products and health services may be subject to rules laid down in the law on medicinal products and the laws on the placing on the market of healthcare or rules laid down in accordance with them.

§ 15. In television, advertising for employers ' organisations, trade unions, religious movements, political parties, political movements, elected members or nominations for political assemblies must not be sent to the public.

Paragraph 2. In television, advertising of political messages must not be published during the period from the date of exclaition of elections to political assemblies or referendums, and until the elections or the vote to be held. If the date of the elections or the vote has been announced earlier than three months prior to the arrest, the commercial free period shall be entered for the first three months prior to the holding of the elections or the vote.

§ 16. The advertising of tobacco products or products intended for tobacco consumption shall not be dispatched in the case of tobacco consumption in the case of tobacco consumption. law on the prohibition of tobacco advertising, etc.

Protection of minors

§ 17. Advertising aimed at minors must not be designed in such a way that they would harm them psychologically or morally. They must not be designed in such a way that they are exploiting the natural beneloyalty and loyalty of minors, as well as their special confidence in parents, teachers or others. They must not undermine their authority and responsibility.

§ 18. Advertising must not unnecessarily show minors in dangerous situations or to encourage or encourage minors to stay or move into dangerous places, use dangerous products or, throughout the whole, in dangerous situations.

§ 19. Advertising must not contain any direct appeal to minors to persuade others to buy the product that is being advertised. It must not be adversated with prizes for minors as a reward for acquining new buyers.

20. Advertising must not undermine social values, such as by, by means of the opinion that possession, use or consumption of a product in itself will give minors physical, social or other psychological benefits to other minors, or that to have the opposite effect of owning, using or taking such a product. It is also not permitted to advertate in such a way that minors are given the impression that they are in any way inferring to other minors or to be exposed to contempt or ridicule if they do not own, use or make a mockery of it. consume the product concerned.

§ 21. Special care must be taken to ensure that television advertising does not mislead minors in the size, value, nature, durability or performance of the advertised product.

Paragraph 2. Advertising television for toys has to give a clear indication of the right size. If additional needs are needed for the product to be used (e.g. batteries) or in order to achieve the result displayed or described, this must be clearly stated. If a product constitutes a part of a series, this must be clearly indicated.

Paragraph 3. The award of the award shall not be possible to store minors an unrealistic view of the value of the product, for example by using the word 'only'. No television advertisement may indicate that the product advertised may immediately be incorporated into any family budget.

Paragraph 4. Television advertisements must indicate the skill that is needed in order to use the product. In cases where the product ' s use is shown or described, the advertisements shall be designed in such a way that the result must be reasonably attainable for an average of the age stage of the product intended for use.

§ 22. Cuts, dolls, and so on, which are essential and perverted in programmes aimed at children under 14 years of the undertaking concerned, may not be used in advertisements by this for products of particular interest to children.

Paragraph 2. People who are linked to programmes aimed at children under 14 years of the undertaking concerned shall not be part of the advertisement of this for products of particular interest to children under 14 years of age.

-23. Advertising for chocolate, sweets, soft drinks, snacks and so on shall not indicate that the product may replace regular meals.

§ 24. Children under 14 years of age may only participate in television advertising when such cooperation is either as a natural component of the depicated environment or is necessary to explain or demonstrate the use of products that have to do with children.

Paragraph 2. Children under the age of 14 shall not make recommendations or products for any kind of products or services of any kind.

Council of Europe Convention on cross-border television,

§ 25. In order to avoid distortions of competition and to jeopardises a state's television system, the programmes of Danish territory which include advertising and teleshopping applications, which are specifically and with a certain frequency, are aimed at seers in one ; The State, which has acceted to the Council of Europe Convention on Television on Frontiers Frontiers, does not circumvented the rules of the State concerned on advertising and teleshopping. In the case of circumvention, in particular, attention shall be paid to the fact that the advertising and teleshopping proposals are actually received in one or more states, whether the subject of advertising is available in the State concerned, whether or not the State concerned is the State concerned ; language is used in the advertising and the telecuming of the telecoplaces, and the references to sales points and the telecuming of the telecopashing points. Equine. in the State concerned.

Paragraph 2. Paragraph 1 shall not apply where the rules of the receiving State discriminate between advertisements and teleshopping activities, issued by their own television companies and advertisements and teleshopping entries, sent out by natural or legal persons, as appropriate ; falls within the jurisdiction of other States, and in situations where bilateral or multilateral agreements have been concluded between the States concerned.

Chapter 4

Sponsoring programs

SECTION 26. For the purposes of sponsorship, any form of award of direct or indirect subsidy to the financing of radio and television programmes, including text on television pages, of a natural or legal person who does not carry out activities by means of a single undertaking shall be : the production or production of radio or television programmes, films, phonograms and so on, in order to promote the name, brand, image, activities or products of the person concerned.

§ 27. Sponsored programmes must be clearly identifiable by the name, label, product, or service of the sponsor at the beginning of the programme, end or both of the programme. Such declarations must not, however, appear in the programme. The name of the sponsor, label, product or service on the individual text television pages, which is sponsored.

Paragraph 2. Identification of the sponsorship of undertakings whose activities includes the manufacture or sale of medicinal products must not be carried out by the promotion of certain medicinal products which are prescription-only by the law on medicinal products.

Paragraph 3. If the programme has 1 or 2 sponsors, the total duration of the declaration of the sponsor shall not exceed 10 seconds. If a program 3 or more sponsors is allowed, the total duration of the declaration of the sponsors shall not exceed 30 seconds.

Paragraph 4. In the radio, the indication of sponsors must be carried out in a neutral form. The specification must not be accompanied by a specific sound background related to the sponsor or its products and so on.

Paragraph 5. In television, the indication of sponsors may take place in the form of mobile images containing the sponsor, label, product, or service. However, the subject of the programme is particularly intended for children, the declaration must take place in the form of non-moving images. The specification must not be accompanied by a specific sound background related to the sponsor or its products and so on.

§ 28. The content and programme statement of a sponsored programme shall not be affected by the sponsor in such a way as to affect the responsibility and the autonomy of the television or television company in respect of the programmes.

Paragraph 2. Similarly, programme-based programmes and programme phrasements must not be influenced by companies, etc., with which radio or television company has entered into commercial contracts in association with the programme in such a way as to affect the radio ; or the responsibility of the television company and editorial autonomy.

§ 29. A sponsored programme shall not encourage the purchase or rental of the products or services of the sponsor or other, in particular, these must not be highlighted in particular in order to facilitate the marketing of them.

Paragraph 2. In competitions etc., where the products or services of sponsors or other services are included as a premium, premiums must be shown only and referred to in a short and neutral manner that does not go beyond the information required to carry out the competition ; In particular for children under 14 years of age, the programme shall not be shown to be shown by sponsored premiums, but shall be provided with a neutral information on their nature and nature.

-$30. Programs may not be sponsored by undertakings whose main business is to produce or sell tobacco products or other products which are mainly used in the context of smoking.

Paragraph 2. In the radio that is part of the total public service business, cf. Act 11, and in television, programmes that are sponsored by employers ' organisations or trade unions or political parties or religious movements must not be broadcast.

§ 31. In television, the innovation and actuality programmes must not be sponsored.

Paragraph 2. In radio that is not part of the total public service, cf. Act 11, the newsham and actuality programmes can be sponsored.

Paragraph 3. In the case of actuality programmes, in this notice, programmes directly related to the news of political or social importance, such as programmes consisting of comments on news or political views, are relevant to the news, events etc.

§ 32. In local radio and television, the selling of time to non-commercial undertakings may be sold.

Paragraph 2. In local television, however, the exchange of information and views on employers ' organisations and trade unions, or for the dissemination of religious movements or political parties, may not be sold on local television.

Paragraph 3. Furthermore, the rules on sponsorship of the Conventions shall apply to the sale of late periods of time.

Chapter 5


§ 33. The Radio and TV Board shall take a decision on the identification, location and scope of advertising, cf. Chapter 2.

§ 34. The radio and television board shall decide on the content of the television and television advertising, cf. Chapter 3.

Paragraph 2. In the case of compliance with the law on medicinal products and the right to the marketing of health services, the Board shall be given an opinion on the Medical Agency or the Board of Health. In matters of consumer law, the submission of the Board shall be taken, before a decision is taken, an opinion on the Consumer Ombudsman. The figures shall be beasted within four weeks of the receipt of the Board ' s request to this effect.

Paragraph 3. The Board may contravened infringements of the rules and may require the decision to be made public by the Program (Joint Undertaking). The Board may determine the way in which this is to be done.

Paragraph 4. The Board shall take a decision on the genre of information which has been circulated in advertising campaigns. The right to repeat assumes that the information is appropriate to inflict any economic or other damage to any economic or other damage, and that their right is not unquestionable. The Board may instruve the Program Undertaking to emit a genre. The Board may decide on the content, form and place of the gene.

$35. The Radio and TV Board shall take a decision on the identification of the sponsor and sponsored programmes, cf. Chapter 4.

§ 36. Extremation of the provisions of Chapter 1, Chapter 3, Chapter 4, and the transfer of the Radio and television Board shall on the basis of section 34 (4). 3 and 4 are punished by fine.

Paragraph 2. Companies can be imposed on companies, etc. (legal persons) punishable by the rules of the penal code 5. Chapter.

Chapter 6

Entry into force

§ 37. The announcement shall enter into force on 1. October 2009.

Paragraph 2. At the same time, notice No 1368 of 15. December 2005 on advertising and sponsorship on radio and television.

Cultural Ministry, the 25th. September 2009Carina Christensen / Lars M. Banke