Responsible programming & online services

We aim to create engaging, exciting and sometimes challenging programmes, whilst ensuring appropriate safeguards are in place to protect the viewer. We have rigorous processes to ensure the programmes we make and air on television and via the Internet are of the highest standards and comply with regulatory requirements. We strive to ensure high standards across all our platforms.

The Ofcom Broadcasting Code

Programme content in the UK is very closely regulated to ensure that broadcasters exercise their considerable influence responsibly. Regulation has been developed over more than 50 years, and is today embodied in the Ofcom Broadcasting Code (”the Code”). The key responsibility of all broadcasters and programme makers is to ensure that the Code is followed.

The Code’s wide ranging principles cover the protection of under-18s, harm and offence, crime, religion, due impartiality and accuracy, elections and referendums, fairness, privacy, sponsorship and commercial references. The full Code is available at www.ofcom.org.uk/tv/ifi/codes/bcode/

The 9.00 pm “watershed” is a well-established and understood scheduling convention for the protection for children from inappropriate content. Programmes which are only suitable for adults should not be broadcast before 9.00 pm. Programmes broadcast before the watershed are subject to particular scrutiny to ensure they comply with the requirements of the Code relating to protection of under-18s.

Ofcom makes it clear that the context in which material appears and the expectation of the audience is key to applying the Code. Broadcasters must ensure that material that may cause offence is justified by its context. ITV’s policy is to minimise the risk of offence by alerting viewers before the programme if it contains, for example, strong language or sexual or violent content.

Changes to the Code

In 2009 Ofcom launched a review of the Code. This focused on proposals to clarify parts of the Code to help broadcasters avoid compliance failures, particularly in relation to audience competitions and voting, and the broadcast of sexual material.

Following a consultation, the Broadcasting Code was revised and reissued in December 2009. There is likely to be a further consultation and review in 2010 as a result of the government’s decision to allow product placement in broadcast programming, subject to limitations, as provided for in the Audiovisual Media Services Directive. ITV has argued consistently for this change but fully supports some restrictions being maintained, in particular for children’s programming.

Read about our engagement with government on product placement