Advertising and sponsorship

FICORA monitors that programme operators comply with the provisions of the Act on Television and Radio Operations with regard to advertising, sponsorship and teleshopping spots. The Consumer Ombudsman is responsible for monitoring the provisions on the ethical principles of advertising and protection of minors.

What do we monitor?

The provisions aim at ensuring the integrity of the programme and distinguishing the commercial content from the rest of the programme. According to the law, commercials and teleshopping spots must be distinguished from the rest of the programme by visual or acoustic signals. Subliminal advertising is prohibited. The Act also provides the time limits for advertising and teleshopping spots and where they are to be inserted in the programme. The name or logo of the sponsor must be clearly shown in the beginning or end of sponsored programmes. It is prohibited to encourage viewers to buy the products or services provided by the sponsor.

This is how we monitor

FICORA follows advertising insertion and time limits for advertising by studying commercial television channels twice a year. FICORA has given guidelines on the basis of surveys and discussions with operators. The guidelines explain how FICORA interprets the law with regard to advertising provisions. FICORA has compiled a summary of its decisions and statements on subliminal advertising in television programmes and what sort of criteria was used in the decisions and statements. The relevant provisions and interpretation advice also become evident from the summary.

FICORA's guidelines on the duration and insertion of advertising [PDF, 50 KB] (in Finnish)

Summary of decisions on subliminal advertising (in Finnish)