This will only be put to the test if an occasion arises on which the ITC feels impelled to impose sanctions. Presumably this does not extend to simple channel hopping. Echoing the provisional conclusions in its consultation paper, the ITC considers that detriments to viewers from such services are likely to arise where services are misleading, offensive or harmful - matters addressed more by general law than broadcasting regulation. While the ITC does not advocate pre-vetting, it will operate a notify and remove policy for misleading, offensive or harmful material. In particular, viewers must understand when they are leaving regulated content.
Transparency is paramount.
The ITC intends to communicate informally to licensees any major content problems brought to its attention - but will leave it to the broadcasters and advertisers to decide how to deal with the issue. In particular, viewers will have exercised fewer active choices before viewing the service, which might lead them to expect that the level of regulation applicable to the services would be more akin to that for linear services. Indeed, the ITC is particularly concerned that viewers may regard interactivity as part of an underlying programme. Rules 11 - 13 contain particular restrictions on interactivity with news and current affairs programmes, consumer advice programmes and children's programmes.