AdLegal International filed a formal complaint against NBS Television for breaching the Split-Screen Advertising Rules under the Uganda Communications Commission (UCC) Advertising Standards, 2019.

The complaint arose from NBS Television’s persistent use of split-screen advertising during current affairs programmes, including Morning Breeze, NBS Frontline, and NBS Eagle. These programmes focus on political, social, economic, and public interest discussions and therefore fall squarely within the definition of current affairs under the UCC Advertising Standards.

The UCC Advertising Standards expressly prohibit split-screen advertising during news and current affairs programmes, as set out under Annex 7 and reinforced by Annex 1. These provisions are designed to protect editorial integrity and shield viewers from commercial influence during critical public discourse.

Despite being formally notified of the complaint, NBS Television failed to take corrective action. Consequently, the Uganda Communications Commission wrote to NBS TV on 4 April 2025, requesting a written response to the allegations.

In its response dated 9 April 2025, NBS Television denied liability, arguing that the advertisements in question were “squeeze-back adverts” and not split-screen advertising.

On 26 June 2025, AdLegal International appeared before the Commission to present its case. Following the hearing, the Commission invited AdLegal to submit detailed written submissions, which were duly filed on 21 July 2025.

On 27 January 2026, the Uganda Communications Commission issued its decision in favour of AdLegal International, holding that:

• The adverts complained of constituted split-screen advertising within the meaning of the Advertising Standards;

• The practice was illegal when used during news and current affairs programmes; and

• NBS Television had breached the UCC Advertising Standards, 2019.

The Commission consequently ordered NBS Television to cease the use of split-screen advertising in current affairs programmes and issued a binding directive to the entire television broadcast industry in Uganda to refrain from using the same advertising tactic.

This decision marks a significant victory for consumer protection, editorial independence, and public-interest broadcasting in Uganda, and affirms AdLegal International’s role in advancing regulatory compliance and accountability in the media sector.