UK TV Screens May Soon Feature Political Ads Due to Broadcasting Law Loophole
ITV, a UK television broadcaster, is considering allowing political parties to buy ad space on its streaming platform, ITVX, during the upcoming general election due to a loophole in broadcasting law.
This means political ads could appear on UK TV screens for the first time, potentially irritating viewers who currently only see such ads during live broadcasts.
ITV is currently evaluating the possibility of allowing political ads on ITVX.
The UK's political parties have been banned from buying television ads since commercial television began in 1955 to improve public debate and prevent wealthy parties from buying their way into voters' homes.
However, this ban only applies to traditional television channels and not to streaming services.
With more audiences switching to streaming platforms, political parties are preparing to spend millions to place ads on these platforms, potentially disrupting shows like Love Island and Saturday Night Takeaway.
Tom Edmonds, a former digital advertising campaigner for the Conservatives in the 2010s, stated that politicians are eager to pay to display ads on screens, with British broadcasters being the primary option.
However, if broadcasters decline, US tech companies are ready to accept the advertising revenue.
Edmonds predicted an increase in political ads on TV, particularly on YouTube, due to its high-definition capability.
Previously, political parties in the UK had limited funds for buying campaign adverts.
ITV is currently evaluating the possibility of allowing political ads on ITVX.
The UK's political parties have been banned from buying television ads since commercial television began in 1955 to improve public debate and prevent wealthy parties from buying their way into voters' homes.
However, this ban only applies to traditional television channels and not to streaming services.
With more audiences switching to streaming platforms, political parties are preparing to spend millions to place ads on these platforms, potentially disrupting shows like Love Island and Saturday Night Takeaway.
Tom Edmonds, a former digital advertising campaigner for the Conservatives in the 2010s, stated that politicians are eager to pay to display ads on screens, with British broadcasters being the primary option.
However, if broadcasters decline, US tech companies are ready to accept the advertising revenue.
Edmonds predicted an increase in political ads on TV, particularly on YouTube, due to its high-definition capability.
Previously, political parties in the UK had limited funds for buying campaign adverts.
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