Update: 13 July 2006

The Broadcasting Authority (BA) has approved the following revisions be made to the Generic Codes of Practice on Television Programmes and Advertising Standards pursuant to section 3(3) of the Broadcasting Ordinance (Cap.562):

(a) a new provision be introduced to Chapter 12 of the Generic Code of Practice on Television Programme Standards on In-programme Promotion of domestic free and domestic pay television programme services as paragraph 15A.
(b) consequential amendments to paragraph 8(b) of Chapter 9 of the Generic Code of Practice on Television Advertising Standards regarding exemption of in-programme promotion carrying references to a sponsor from the time restriction for title sponsorship within a programme segment.

The revisions approved by the BA are promulgated by notice in Gazette on 7 July 2006. A copy of the updated sections of the captioned Codes is shown below and the revised edition of the Codes will be available on both BA's and HKCE's website.

New Provision in the Generic Code of Practice on Television Programme Standards
Chapter 12 Other Programme Matters
DOMESTIC FREE AND DOMESTIC PAY TELEVISION PROGRAMME SERVICES.

In-Programme Promotions for a Programme in the form of Superimposed Text
15A. A promotion for a programme in the form of superimposed text within
programme segments ("in-programme promotion") is subject to the following rules :
(a) the superimposition should be mute and should not obtrude on viewing pleasure and entertainment;
(b) the superimposition should appear not more than once and not more than eight seconds within the same programme segment;
(c) the text superimposed on screen should not be split up into different parts appearing at different times within the same programme segment;
(d) the text superimposed should be in a readily legible typeface. It should be superimposed on the top left or right corner of the television screen;
(e) the information provided in the text is restricted to the title of the programme being promoted, its appropriate programme classification symbol, if any, broadcast date and time, and the broadcast channel. It should not include any advertising material or references to the sponsor(s) of the programme being promoted, save and except for the name(s) of the sponsor(s) and his house/trade/brand/product/service name which is/are incorporated into the programme title;
(f) each in-programme promotion should be limited to promotion for one programme only ;
(g) the superimposition of in-programme promotion is not allowed in news programmes and programmes or channels targeting children;
(h) the programme featured in the in-programme promotion must not be of a higher programme classification than the programme under broadcast. For example, in the context of domestic free television programme service, the broadcast of in-programme promotion for a "PG" programme or a programme classified as not suitable for children in a programme for general viewing, or the in-programme promotion for an "M" programme or "adult only" programme in a "PG" programme (or a programme with similar classification) is not allowed; and
(i) for domestic pay television programme services, in-programme promotions in programme(s) or on channel(s) acquired for direct retransmission
may deviate from any of the rules set out in subparagraphs (a) to (h) above provided that the licensee shall take all reasonable steps to ensure as far as reasonably practicable that such rules are complied with.

Consequential Amendments to the Generic Code of Practice on Television Advertising Standards
Chapter 9 Programme Sponsorship
DOMESTIC FREE TELEVISION PROGRAMME SERVICES

Title Sponsorship
8b (vi) superimposition of a sponsored programme title within programme segments as permitted under paragraph 15A of Chapter 12 of the Generic Code of Practice on Television Programme Standards.