U.K. Broadcasters Outline Social Media Guidelines

LONDON: The British broadcasters ITV, BBC, Channel 4 and Channel 5 and other U.K. companies have come together to draw up a set of best practices guidelines to ensure a consistent approach for the use of social media when promoting premium services.

The Association of Interactive Media & Entertainment (AIME) is the trade organization representing the commercial interests of these member companies. The initiative is part of AIME’s mission to build confidence in Participation TV services. As more and more TV viewer are simultaneously using social networking services while watching TV, this create an opportunity for people to become even more socially engaged with TV programming. Viewers can actively engage with each other and influence each other’s interactive behavior, particularly around live event programming.

As this trend continues to grow, social media will increasingly be used to promote premium rate services associated with a Participation TV show. AIME cites as an example voting or competition services. The organization’s Best Practice Guide sets out guidelines for responsibilities for promoters.

In particular, it highlights the regulatory responsibility for direct promotions in social media by parties "connected" to the show and the steps that need to be taken to ensure regulatory compliance. It also clarifies where a promoter has no control over postings made by people "unconnected" with a show on third-party platforms. The guide also recommends steps to take where a regulatory authority brings to the promoters attention information/unconnected and non-compliant promotions. 

Edward Boddington, AIME’s chairman, said: “Technology and engagement platforms continue to evolve and AIME member broadcasters and service partners work proactively to ensure a framework exists which upholds the principles of consumer protection and ensures regulatory compliance.”