The Independent Communications Authority of South Africa has released updated regulations for advertising, infomercials, and sponsored programmes broadcast on the country’s airwaves.Icasa’s updated rules override the old regulations that have been in effect since 1 April 1999. They apply to licensed broadcasters like the SABC, E-tv owner eMedia, and DStv owner MultiChoice.
“Transmission elements such as continuity announcements and station identification, in the form of on-screen logos, signature tunes and the like, do not constitute advertisements,” the regulations state. At Icasa’s request, broadcasters must supply the regulator with copies of their sponsorship contracts.
In all cases of sponsored programming, broadcasters must clearly state the nature of the sponsor’s association before and after airing the programme.
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