(d) shall not unreasonably discriminate against or favour a particular sponsor; (e) shall not broadcast any programme which has been sponsored by a political party save for an advertisement by a political party in which case the advert must be distinctly identified so as not to be confused with normal programming; (f) shall acknowledge the sponsorship of a programme immediately before and after the programme is broadcasted, and identify any connection between the programme's subject-matter and the sponsor's commercial activities. 31. Infomercials. (1) A licensee shall not broadcast an infomercial— (a) for a period exceeding three and half hours of the performance period in any day; (b) during prime-time; or (c) during any break in the transmission of a children's programme. (2) A licensee shall ensure, through visual or audio form, that the broadcast of any infomercial is distinguishable from any broadcast programme material. (3) A licensee shall ensure that all infomercials that are broadcast by its station are lawful, honest, decent and conform with the principles of fair competition. (4) The provisions of paragraphs (1) and (2) shall not apply to stations which exclusively broadcast infomercials. 32. Payment of criminals. A licensee shall not knowingly pay any person involved in a crime or any person who has been convicted of a criminal offence, in order to obtain information. 33. Advertisements. (1) A licensee shall ensure that it only broadcasts advertisements that are lawful, honest, decent and conform with the principles of fair competition. (2) A licensee shall ensure that advertisements broadcast by its station do not— (a) contain any descriptions, claims or other material which may, directly or by