The Uganda Communications Commission (UCC) has banned split-screen and “squeeze back” advertising during news and current affairs programs across all TV stations, effective immediately. Following a ruling against NBS Television, the regulator enforced the 2019 advertising standards, citing, in reports like this Facebook post, that such practices breach broadcasting standards by distracting viewers.
- Targeted Content: The ban specifically applies to news and current affairs, requiring a clear separation between editorial content and commercial advertisements.
- Scope: While initiated against NBS TV after a complaint from Adlegal International Limited, the directive applies to all television broadcasters in Uganda.
- Reasoning: The UCC stated that split-screen ads and “squeeze-backs” (where the content shrinks to allow for an ad) violate the Advertising Standards 2019 and the Uganda Communications Act, confusing viewers and undermining editorial integrity.
- Industry Reaction: NBS TV has appealed the decision, arguing it is economically harmful and disconnected from modern broadcasting trends.
Broadcasters failing to comply risk further sanctions from the regulator.