Sky’s Specsaver branding broke rules

The satellite broadcaster BSkyB broke the TV sponsorship rules when it ran Specsavers branding every time the Ashes cricket series on Sky Sports used Hawk Eye technology.

The Hawkeye system is a pop up that displays stats and information on the game but, following a complaint, Ofcom found that the Specsavers logo appeared each time this system was used.

Initially Ofcom called on BSkyB to explain the situation of product placement within programmes and how this logo fitted into those rules.

According to BSkyB, it brought Specsavers in to help with the considerable costs involved in providing the Hawkeye service, which is programme related and therefore is allowed to be sponsored.

Ofcom ruled that Hawkeye is not programme related and therefore is not allowed to carry sponsorship.