A group of 18 media organisations is urging the government to reject proposals that would allow the BBC to introduce advertising on its podcasts and audio content in the UK for the first time.
The coalition, which includes broadcasters, audio producers and news publishers, has written to Lisa Nandy, Secretary of State for Digital, Culture, Media & Sport, warning of negative consequences for commercial audio businesses and audiences if the plan goes ahead.
The proposal, outlined in the BBC Charter Review Green Paper, would permit the BBC to run ads on third-party platforms such as Apple Podcasts and Spotify. The coalition argues this would disproportionately affect the independent audio sector, describing it as a “high-risk, low-reward proposition”.
Analysis from Compass Lexecon suggests the BBC could earn around £10 million a year from audio advertising, a small fraction of its current licence fee income.
The letter also points to polling indicating that almost two-thirds of the public oppose advertising around BBC content in addition to the licence fee.
Signatories to the letter include the Advertising Association, Audio UK, Audioboom, Bauer, dmg media, Global, Goalhanger, Guardian Media Group, Iconic Media Group, Newsquest, News Media Association, News UK, Observer, Podmasters, Professional Publishers Association, Radiocentre, Reach and Telegraph.
Matt Payton, CEO of Radiocentre, said: “BBC podcasts should remain ad-free in the UK, however they’re produced or distributed.
“Pressing ahead with this ill-conceived proposal in face of the evidence would only succeed in damaging home-grown audio businesses, while raising limited additional funds for the BBC.
“We urge the government to now rule out this proposal which would be deeply unpopular with audiences.”
