Seven’s Morning Show failed to disclose Big W commercial agreement: ACMA

A segment on Channel Seven’s The Morning Show breached broadcasting rules regarding a commercial agreement with Big W, The Australian Communications and Media Authority (ACMA) has revealed.

The industry watchdog found Seven failed to disclose the agreement during the segment, which promoted clothing ranges from the retailer and aired in May 2020.

The Morning Show’s Kylie Gillies & Larry Emdur

The segment was titled ‘The latest trends for your winter wardrobe’, and the ACMA found upon investigation that not all viewers would have recognised it was an advertisement for Big W.

As a result, Seven was found to have breached the Television Industry Code Of Practice.

ACMA chair Nerida O’Loughlin said it shouldn’t be left to viewers “to guess whether a segment is a paid advertisement”.

“Broadcasters have an obligation to disclose arrangements of this kind. Failing to do so can harm people’s confidence in the credibility of Australian factual TV programs.

Mumbrella understands that upon discovering the segment was being investigated by the ACMA, Seven elected not to charge Big W for the placement.

The broadcaster also indicated to the ACMA that human error was behind the breach, with Big W having no involvement.

“This investigation should serve as a reminder to all TV broadcasters to review their internal processes and assure themselves that they have the right procedures in place to comply with disclosure rules,” O’Loughlin added.

Seven Sydney will report to the ACMA in three months’ time on the actions it has taken, which include a new sign-off procedure to ensure commercial arrangements are acknowledged in the credits of the program, plus further education and training of staff.


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