Ofcom to investigate ‘opaque’ TV advertising

The “complex” and “opaque” way in which television advertising is bought and sold is set to face another investigation this year, the media watchdog has announced.

Speaking at a conference organized by Isba, the advertisers’ trade body, Ed Richards, Ofcom chief executive, said the regulator wanted to ensure the TV advertising trading system worked efficiently, without harming competition or consumer interests. “The time is now right to consider whether there are reasonable grounds for suspecting that the trading mechanism might be expected to prevent, restrict or distort competition in the sale of TV advertising airtime,” Mr Richards said. “We will make an assessment against this test, in which we will consider whether the trading mechanism may have a detrimental effect on consumers by virtue of its impact on competition.”