Ofcom upholds complaints about C4's Pepsi sponsorship - BR Bulletin - Advertising, Marketing, Media and PR news by Email - Brand Republic

Ofcom upholds complaints about C4's Pepsi sponsorship - BR Bulletin - Advertising, Marketing, Media and PR news by Email - Brand Republic: "Ofcom upholds complaints about C4's Pepsi sponsorship
by Alex Donohue Brand Republic 30 Oct 2006

'Pepsi Max World Challenge': too much brandingLONDON - Ofcom has upheld three viewer complaints about Channel 4's 'Pepsi Max World Challenge', an amateur football event, which was deemed to contain too many branded sequences.
Ofcom also upheld a complaint about ITV's regional news programme 'Meridian Tonight', which was censured for featuring a four-minute piece on Virgin Atlantic's new flights to Dubai and the growing popularity of the destination, alongside a viewer competition to win a holiday to the destination through the airline.
Channel 4 was found to be in breach of rules 9.5 and 9.6 of the broadcasting code, for the amount of Pepsi-branded content during its 'Pepsi Max World Challenge'.
The programme featured 12 amateur footballers drinking Pepsi during interviews, and appearances from Thierry Henry, David Beckham and Ronaldinho -- footballers with ad contracts for the soft drink manufacturer.
The complainants questioned the editorial influence of Pepsi on the programme, which also contained the drinks giant's logo in the title sequences, on the player's kit, and a Pepsi poster design competition.
Channel 4 insisted it kept Pepsi-branded content to a minimum, citing that the programme was an international sporting event, and covered by a different set of rules.
Ofcom rejected Channel 4's statement, arguing the programme 'went beyond simply covering the challenges', by containing extensive footage of the programme's sponsor.
The adjudication sa"