Media agencies denounce ITV plc draft undertakings

Media agencies have complained that draft undertakings from Carlton and Granada – encompassing behavioural remedies designed to place a check on ITV plc’s dominance of the television advertising market – are full of “loopholes”.

The draft undertakings, which include details of the controversial contracts rights renewal (CRR) remedy were published for the first time on Monday, by the Office of Fair Trading on its website. So far, advertisers, media agencies and media owners have been liaising with Ofcom and the Independent Television Commission to discuss the proposed workings of the CRR remedy.

Now they have the opportunity to raise their concerns directly with the OFT on the content of the undertakings that Carlton and Granada have to give before the merger can go ahead.

Starcom MediaVest chairman Jim Marshall, who is also chairman of the Institute of Practitioners in Advertising’s Media Futures Group, says: “The one thing that is absolutely certain for me is that you can identify page after page of loopholes.”

The Incorporated Society of British Advertisers welcomed the consultation on the wording of the draft undertakings in a statement saying: “It provides ISBA with the opportunity to scrutinise the undertakings at first hand and to put views on them to the OFT directly.”

It also notes that the consultation period, which ends next Monday (November 3), is “short”, but that this was determined by the pre-existing deadline for Carlton and Granada to agree the undertakings with the OFT by November 7.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here