UK communications regulator Ofcom has decided not to refer the way that TV advertising is bought and sold to the Competition Commission.
Having investigated the market Ofcom said that the current system is transparent and that viewers, advertiser and consumers were not harmed by the way that TV ads are bought and sold in the UK.
The regulator started its investigation into the ad market earlier this year and investigated whether the current system prevented, restricted or distorted competition. Following a consultation, it concluded that pricing mechanisms are transparent and that the model has evolved sufficiently to take into account new platforms and services.
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