Ombudsman reprimands SRF television for FIFA commercials
Swiss television has been reprimanded by the ombudsman for broadcasting undeclared de facto advertising films from the football association FIFA during the World Cup in Brazil. The case was made public by the online portal Infosperber.
The portal reported on Friday about the reprimand by ombudsman Achille Casanova. An Infosperber reader had contacted him. Casanova's final report is available to the SDA news agency.
The ombudsman criticizes television for a "lack of transparency". With the simple reference "a FIFA production", television could have created transparency. It was not clear from the title "FIFA World Cup Preview" that it was a production of the world governing body. The program was broadcast on SRF 2 at 1.10 p.m. on 26 days during the World Cup.
The text also constantly referred to "we", Casanova continues. However, most viewers would understand "we" to mean Swiss television and not FIFA. It is true that the FIFA logo was regularly visible. However, this was not enough to declare that the contribution originated from the association. The signet was in fact to be seen in all contributions from the World Cup.
However, there is nothing wrong with the broadcast itself, although the "Preview" magazine is on a different editorial or journalistic level than an in-house production.
After analyzing and looking at the magazines from June 12 and 26, Casanova criticizes the quality. The magazine of June 12 in particular "was a single hymn of praise for the World Cup in Brazil and conveyed the impression that all Brazilians were ... enthusiastic about the World Cup". But this is demonstrably not true.
Increasingly restricted access to image material
The ombudsman acknowledged that the SRF sports department, which he had asked for a statement, had complied with the program regulations. He also expressed understanding for the television executives. They are increasingly being forced to take footage for previews, analyses or background reports from the football associations or other broadcasters themselves.
The federations are increasingly seeking total control over recordings, sports officials complain. It is foreseeable that certain associations and clubs will produce the post-match interviews themselves. This endangers the freedom of the press.
Television obtains material from third parties on a daily basis, Casanova also admits. It would indeed be absurd to declare the producers of all live sports programs. In this case, however, it was not about a current sporting event, but about the news, portraits and stories about the teams from FIFA's perspective.
Obligated to broadcast by FIFA and EBU
According to television, the Swiss Broadcasting Corporation (SRG) had to take over the magazines when purchasing the broadcasting rights in the overall package regulated by FIFA and the European Broadcasting Union. SRG undertook to broadcast 26 30-minute magazines. According to the statement to Casanova, this is a standard international requirement.
The complainant does not want to accept this decision by the ombudsman. He is taking the case to the Independent Complaints Authority (UBI). (SDA)
