Broadcast Committee of Advertising Practice

Following the UK's recent participation TV scandal, that country's
broadcast regulator, Ofcom, has proposed new rules to tighten
regulation of TV and radio programs that rely heavily on premium-rate
telephone services (PRS). The body says that its proposed changes to
the UK's Broadcasting Code will "ensure that programs that invite
viewers and listeners to interact or participate are not vehicles for
promoting commercial, revenue-generating services," and will also
"ensure that viewers are adequately protected and that advertising is
kept separate from editorial content, as required under European
legislation."

The new rules state that when PRS is used in a program for audience
participation: