Uganda’s television industry is facing a significant regulatory shift after the Uganda Communications Commission (UCC) ruled that split-screen advertising, including the popular “squeeze back” format, is prohibited during news and current affairs programs.
The decision, delivered by UCC Executive Director, Mr Nyombi Thembo, means broadcasters can no longer run commercial visuals alongside live or recorded news content, forcing stations to separate editorial programming from advertising.
The ruling stems from a complaint filed by Adlegal International Limited against one of the local Television Stations, which had argued that squeeze backs were less intrusive and didn’t pose a risk of biased reporting.
However, UCC rejected this distinction, citing the Advertising Standards 2019, which define split-screen advertising as “the simultaneous presentation of editorial content and commercial information on the same screen.”
The regulator concluded that the law doesn’t recognise a meaningful difference between squeeze backs and split-screen advertising, emphasising that what matters is the viewer’s experience.
The decision is expected to have far-reaching commercial implications, as news and current affairs programs are some of the most valuable items on the Ugandan television.
Broadcasters will need to adjust production workflows, sales strategies, and sponsor expectations to maintain a strict separation between editorial and advertising content in restricted programs.
Mr Aziz Kitaka, Adlegal’s founder, argues that the decision protects viewers from distraction and maintains editorial integrity.
“As a matter of law, current affairs programs provide sensitive information nationals so badly want and they benefit them a lot,” he said. “Broadcasters should not exploit this content commercially because doing so divides viewers’ attention and may cause them to miss critical information.”
UCC has directed all television stations in Uganda to align their operations and immediately stop the practice, transforming the ruling into an industry-wide compliance benchmark.
The commission’s stance is consistent with international best practices, reflecting principles found in jurisdictions such as the UK, the US, Kenya, and parts of Europe.
The regulator acknowledged the economic pressures facing broadcasters but emphasized that it is bound to apply the law “as it is today, and not how it ought to be.”
The decision is likely to reignite debate over whether the Advertising Standards should be reviewed to reflect changing commercial realities.