Advertising, sponsorship and product placement

Rules for advertising, sponsorship and product placement

Programme operators must comply with the provisions laid down in the Act on Television and Radio Operations on advertising, sponsorship and teleshopping programmes.

The objective of the provisions in the Act on Television and Radio Operations is to

• ensure the integrity of the programmes;
• distinguish commercial programmes from others.

Commercials and teleshopping spots must be distinguished from the rest of the programme by visual or acoustic signals. Hidden advertising is prohibited.

The Act also provides the time limits for advertising and teleshopping spots and where they are to be inserted in the programme.

In a sponsored television or radio programme,

• the sponsor's name or symbol must be clearly shown at the start or end of the programme;
• it is prohibited to encourage viewers to buy the products or services provided by the sponsor.

FICORA monitors advertising and provides guidelines

By commissioning surveys on a regular basis, FICORA monitors the duration and placing of advertising on commercial television channels. FICORA also actively discusses about advertising and rules and principles regarding advertising with other sectoral players.

FICORA's guidelines on the duration and placing of advertising (PDF) assist in the interpretation of provisions concerning advertising.

A summary of the solutions concerning hidden advertising of television programmes includes FICORA's decisions and opinions and assessment criteria used in them. The relevant provisions and interpretation advice also become evident from the summary.

The Consumer Ombudsman is responsible for monitoring the provisions on the ethical principles of advertising and protection of minors.