Heart 106.2 has been criticized in an Ofcom ruling after the broadcaster launched an on air tie-in with the movie, Mamma Mia! Two of the network’s shows, Club Classics and Heart Breakfast were both singled out in the ruling.
The campaign to promote the movie was picked up by Ofcom during routine monitoring of the station and the media regulator ruled that the frequency and manner of the references on both Club Classics and Heart Breakfast were not legitimate and in some cases, gratuitous and contrived.
Ofcom ruled that the campaign breached two rules of the Broadcasting Code. In a statement, a Heart spokesman responded: ‘Rather than promote the movie through any association with Heart, [its] intention was to promote Heart through association with the movie…and so make Heart the station of choice for people who were excited about the movie”.