Condom Adverts on TV
posted: 17/03/2010
Changes to the rules about TV condom advertising 'may help fight HIV' say HIV charities. The Broadcast Committee of Advertising Practice has just announced that condom advertising will be allowed on TV before the current 9pm adult watershed. Condom adverts will now be allowed at any time, but will not be permitted around programmes aimed at children under ten. Condom adverts will also have to comply with strict rules on taste, decency and socially responsible advertising.
Campaign success
The move was recommended by the government's Independent Advisory Group on Sexual Health and HIV, which said that advertising the contraceptive method on television would help cut HIV, STIs and unwanted teenage pregnancies.
Deborah Jack, the chief executive of NAT (National AIDS Trust), said: "It is good news that the ban of advertising condoms on television before 9pm has been lifted. Condoms are the most effective way of protecting against HIV transmission when having sex. Over 7,000 people were diagnosed with HIV in 2008 so increasing education about safer sex is important. It makes sense that condom adverts will be allowed to be shown in the early evening at the same time as soaps, such as Hollyoaks, which include storylines about sexual relationships and HIV.”
Carl Burnell, chief executive at GMFA, the gay men’s health charity, added: “This shouldn’t just be about reducing pregnancies. Condom-use is a central sexual health and HIV prevention message and needs to reach those most in need, particularly gay men. In that respect, we welcome the relaxing of the rules. However, commercial adverts promoting brands aren’t enough. Of more importance is making sure men receive the information and support they need to protect themselves and their partners.”
"Prevention is better than cure when dealing with sexually transmitted infections or unplanned pregnancies. Relaxing the watershed is another positive step in getting safe sex messages to the public," said Baroness Gould, chairwoman of the Independent Advisory Group on Sexual Health and HIV.
However the welcome is not universal - the Church of England said it was "especially disappointing to see a relaxation of the rules on targeting condom advertising at under-16s". A spokesman said: "The Church supports the sensitive use of media to offer unbiased and authoritative information to young people, but educational and commercial objectives should not be muddled."
Other changes
Other changes will see tougher action on television adverts which promote violent video games or products which make spurious claims about being environmentally friendly.
This new advertising code - and the earlier condom adverts - will appear on TV screens after September 1st.
Image - blog with 41 creative condom adverts
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