Ofcom raps Nestlé and Flybe for weather sponsorship violations

Ofcom, the media regulator, has reprimanded Nestlé and Flybe for using advertising messages in their sponsorships of ITV weather bulletins.

Ofcom, the media regulator, has reprimanded Nestlé and Flybe for using advertising messages in their sponsorships of ITV weather bulletins.

Nestlé Cereals, sponsor of GMTV Weather, and Flybe, which sponsors STV Weather and ITV West Country Weather, were both found in breach of rules requiring sponsor credits to be distinct from advertising.

A viewer complained to the regulator over the accuracy of the claim “helping you get the three servings of wholegrain you need everyday” contained in Nestle’s credit. In response to the complaint, GMTV provided documentation to substantiate the claim.

The Advertising Standards Association had previously banned an ad for Nestlé Cereals that carried the same claim (MW June 12), but Ofcom ruled that the statement should not have appeared in the credit meaning that supporting evidence was not needed.

A number of Flybe sponsorship credits included references to services such as online check-in, reward points, VIP lounges and a seating service, which Ofcom governed to be advertising messages. On reviewing the credits ITV Compliance accepted that a number were inappropriate and asked Flybe’s advertising agency, Souk Communications, to re-edit the idents “as a matter of urgency”.

In both cases, the regulator recorded a breach of rule 9.13, which states that “specific or detailed descriptions of a sponsor’s business or products are likely to be viewed as promotional and are therefore unacceptable”.

Latest from Marketing Week


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


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.


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.


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