UK broadcasters agree social media guidelines

UK broadcasters and media companies have agreed guidelines for services associated with social media.

AIME, the UK based trade organization for interactive media companies, has drawn up guidelines for the use of social media when it is used by broadcasters to promote premium services. Member broadcasters including the BBC, ITV, Channel 4 and Channel 5 have agreed the guidelines, which cover each organisation’s regulatory responsibilities and also clarifies areas of responsibility when dealing with third-party social media platforms.
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As the popularity of social media grows and platforms become sophisticated viewer engagement channels, the medium will increasingly be used to promote premium-rate services associated with a participation TV show,” AIME noted.

The guidelines were drawn up by AIME’s Interactive Broadcast Forum and Working Group, which, in addition to the above-mentioned broadcasters, includes FremantleMedia, BT, Vodafone and Telefónica O2 among its members.

AIME chairman Edward Boddington said: “Technology and engagement platforms continue to evolve and AIME member broadcasters and service partners work proactively to ensure a framework exists which upholds the principles of consumer protection and ensures regulatory compliance.”