HC Deb 23 March 1955 vol 538 cc2048-9
2. Mr. Ness Edwards

asked the Assistant Postmaster-General what rules as to advertisements have been made under the Second Schedule to the Television Act, 1954; and whether he will publish the advice received from the Advisory Committee.

Sir. E. Boyle

The Television Act lays down that advertisements may only be inserted at the beginning or end of the programme or in natural breaks. My noble Friend the Postmaster-General understands that the I.T.A. has decided that, apart from shoppers'guides and advertising documentaries, the amount of time given to advertising will not be more than six minutes an hour. Subject to these overriding limitations, even where there are frequent natural breaks, not more than six advertisement periods will be permitted in any one hour. It would not be in accordance with normal practice for my noble Friend to publish a report of any advisory committee which has been set up to advise the I.T.A. and not himself.

Mr. Ness Edwards

Is the hon. Gentleman satisfied that the creation of natural breaks is not being overdone under these rules?

Sir. E. Boyle

I would point out to the right hon. Gentleman that the decision of the I.T.A. is exactly in accordance with the forecast which my hon. Friend the Assistant Postmaster-General made when the Second Schedule was being discussed on the Report stage of the Bill. If the right hon. Gentleman will look at HANSARD of 22nd June, 1954, he will find that is so.

Mr. Ness Edwards

Is the hon. Gentleman not aware that under paragraph 3 of the Second Schedule the Postmaster-General is obliged to publish rules? When are we to have the published rules?

Sir. E. Boyle

I will convey that information to my noble Friend. Discussions are still proceeding on this subject.

4. Mr. Ness Edwards

asked the Assistant Postmaster-General what types of advertising have been proscribed for transmission by the programme contractors operating in contract with the Independent Television Authority.

Sir. E. Boyle

My noble Friend the Potsmaster-General understands that, after consultation with their Advertising Advisory Committee, the I.T.A. will very shortly approach him with its proposals about the types of advertisement and methods of advertising which may be accepted or will be barred. The programme companies are aware of these proposals. It seems clear that in practice the I.T.A. intends to follow closely the accepted standards in other media of advertising.

Mr. Ness Edwards

Is the hon. Gentleman not aware that the Postmaster-General is under an obligation to inform this House of the list of things that may not be advertised and that his discussion with the I.T.A. does not relieve him of his responsibility to inform this House? Will he inform his noble Friend of this view?

Sir. E. Boyle

Under Section 4 (5) of the Act it shall be the duty of the Authority to consult from time to time with the Postmaster-General as to the classes and descriptions of goods or services which must not be advertised. … That part of the Act is being followed up.

Lieut.-Colonel Lipton

Is there any control over the amount that may be charged for this advertising, or is £1,000 per minute just the beginning of an upward spiral?

Sir. E. Boyle

That is quite another question.