<\/span><\/h3>\nComparative commercial communications are permissible provided they objectively compare products or services meeting the same needs or intended for the same purpose.\u00a0 Points of comparison shall be based on facts that can be substantiated.\u00a0 A comparison should not be chosen in such a way as to confer an artificial or unfair advantage to a promoter of a product or service.<\/p>\n
The general principles apply to all commercial communications, including advertising and teleshopping.\u00a0 Without prejudice to the use of split-screen, virtual or interactive advertising techniques, advertising and teleshopping segments shall operate on the principle of separation, whereby commercial content in breaks and teleshopping segments shall be separate from programme content.<\/p>\n
Commercial communications shall not include the words \u2018guarantee\u2019 or \u2018guaranteed\u2019, \u2018warranty\u2019 or \u2018warranted\u2019 unless a substantial legal warranty or guarantee is available.\u00a0 They shall not directly or impliedly make a reference that purports to diminish the protected legal rights of the purchaser.\u00a0 Testimonials may be used, but they must be genuine, relevant and contemporary.<\/p>\n
Split-screen advertising is permitted during natural breaks and during end credits.\u00a0 It may be inserted before long-form sports programmes which do not have a natural break.<\/p>\n
Split-screen advertising shall not exceed 50% of screen space and only one shall appear at a time.\u00a0 It is not permitted in news or current affairs programmes, feature films or religious service broadcasts.<\/p>\n
Interactive advertising shall not bring the listener or viewer immediately or directly to products or services that are advertised.\u00a0 They shall be warned by appropriate means that they are about to enter a commercial interactive environment not governed by the Code.\u00a0 There must be a two-step process to access the content.<\/p>\n