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EA given 'undue prominence' in Sky football broadcasts

Ofcom raps UK TV station following 14 uses of EA logo in one match

UK broadcasting regulator Ofcom has upheld viewer complaints concerning the use of EA branding on Sky Sports.

Ofcom deemed that Sky Sports 2's broadcast of a September 2010 match between Manchester United and Everton broke regulations concerning giving "undue prominence" to brands.

Reports MediaWeek, the FIFA publisher's logo appeared 14 times throughout the match and post-game analysis, prompting viewer complaints that it was "blatant", "unnecessary and "irrelevant."

While Sky had claimed that "no specific product or service was mentioned" and that EA was an "official sports technology partner," under which criteria the branding would be allowed, Ofcom deemed that the publisher was not, in fact, supplying any technology of note to the broadcaster.

Sky Sports was thus found to be in breach of Rule 10.3 of the Broadcast Code, which dictates promotion of products and services.

Following the judgement, Sky Sports acknowledged that "on this occasion, the application of the EA on-screen credit should have been subject to greater editorial judgement given the high-scoring nature of this particular game, which meant the credit was displayed on a higher than normal number of occasions".

No further action will be taken against Sky for the transgression.

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Latest comments (7)

Stephen Northcott Senior Consulting Engineer 8 years ago
/off topic rant (sorry)
Considering that people PAY to watch Sky's crap I don't think they should be allowed any branding or advertising on anything. But that's just me, and I am old fashioned like that.
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@ Stephen

Hey, it's the UK we're talking about. Even free television is a paid service
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Alan Pierce Programmer, Digital Delight8 years ago
I wonder who in their right mind would actually complain about that? Pretty sad.
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Show all comments (7)
Glen Elliott Partner/Head of Sales, European Game League8 years ago
Im guessing Robert Kotick has a subscription Alan
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Alan Pierce Programmer, Digital Delight8 years ago
Nice one Glen. :D

I didn't even notice the adverts, I was too busy laughing at the Man Utd fans in the pub I watched it at while the mighty Everton mounted a great comeback. ;)
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Fran Mulhern , Recruit3D8 years ago
Torres, Torres, what's the score:)?
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Russell Billingsley Studying Computer Science with Games Development, University of Hull8 years ago
haha that made my day glen :), does the times online get adverts when the users are subcscribing to it?
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