Advertisers in broadcast have been given eight more months to comply with the new programming code.
The Communication Authority (CA) extended the deadline after the Association of Practitioners in Advertising (APA) asked for more time to realign themselves with the code. Thus, the advertisers will be expected to comply with the new code, which becomes effective on July 1, from February 1, 2017.
The authority has also revised time allocated to adverts from seven to 10 minutes for every half an hour of broadcast. The extension comes days towards the expiry of the six month deadline set by CA for all broadcasters comply with the controversial regulations.
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“Despite the extension for advertisers, we shall still need broadcasters to comply with the 60 per cent local content requirement when the timeline elapses,” said CA’s Director of Multi-Media Services Leo Boruett.
“This means adverts should at least have a local setting or local actors. The ten minutes should be used for both promotions and advertisements,” Boruett said.
Consumer Federation of Kenya boss Stephen Mutoro asked the authority to be more stringent with adverts aired from 9pm. “It is sad when we see adverts having over 80 per cent international content. There has to be a way of making them comply even if they are international,” Mutoro is quoted by Standard as saying.
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Meanwhile, the authority has exempted televangelists from the tough regulations. “We have to admit that the church has done so much for us as a country. It was a collective decision that we already have enough laws to deal with fraudulent individuals which no not exempt the pastors,” said Boruett.
In the earlier version of the tough measures, the CA had barred preachers from asking for offerings in exchange of blessings during their broadcasts.
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Does it mean that those standardised TVCs by Coke, Unilever and other multinational brands will have to be customeised/ produced locally for the Kenyan market?