| Date | |
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| Author | DCM |
| Categories | News |
The cinema industry has warmly welcomed last week’s announcement that, in future, screen advertising will no longer be subject to dual regulation through the British Board of Film Classification (BBFC) and the Cinema Advertising Association (CAA).
Previously, cinema was the only medium subject to a dual clearance regime. With this change, the industry can fully embrace the opportunities that digitisation offers, while still maintaining the classification standards for film that the BBFC has delivered.
The UK Government, as a result of public consultation, believes that deregulation of cinema advertising is fully justified and is now looking at the best way to bring about the planned changes.
Until the plans are announced, cinema advertisers will continue to be required to submit copy for clearance to both the BBFC and the CAA.
The CAA has ensured that screen advertising is compliant with advertising codes of practice, and has worked alongside the BBFC for many years. Public protection will remain at the forefront of screen advertising regulation, and the CAA will continue to work with the Advertising Standards Association to ensure that the UK sector remains World-leading in this area.
Welcoming today’s announcement, CEA Chief Executive Phil Clapp said, ‘One of the many benefits of digitisation of the UK cinema sector will be the greater flexibility that it allows when it comes to screen advertising. This welcome announcement removes one of the key hurdles to the industry’s ability fully to realise that potential and compete on a level playing field with other media such as television and online.”
Head of Operations at Digital Cinema Media, Oliver Skelton, said, “Along with the wider cinema industry we welcome the announcement that, in future, screen advertising will no longer be subject to dual regulation. Cinema was the only medium subject to a dual clearance regime and we've been working in close collaboration with the Cinema Advertising Association (CAA) and CEA to enable us to fully embrace the opportunities that our digital business offers advertisers.”
The full Government announcement can be found here.