Product placement could hit TV screens in 2011

Broadcasting regulator Ofcom has published proposals which could allow product placement and paid-for references on TV and commercial radio from the beginning of 2011.

TV: product placements could arrive next year
TV: product placements could arrive next year

The proposed rules would allow product placement in films, TV series, entertainment shows and sports programmes but will not allow it in children's or news programmes or in UK-produced current affairs, consumer affairs and religious programmes.

Programmes which include product placement will have to show a new symbol at the start and the end of the show to alert viewers, and advertisers will not be able to influence editorial content.

Product placement of products such as tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk will not be allowed.

Ofcom is proposing to liberalise some rules relating to TV sponsorship so that sponsors can be referred to in the relevant TV programmes and to allow sponsorship credits during programmes.

The only commercial references currently allowed on the radio are sponsorship credits and spot ads. Ofcom has proposed to allow radio stations to allow presenters to promote commercial products as long as it is clear they have been paid for.

Ofcom is proposing to prohibit paid-for references to brands and products within radio news programmes and radio programmes primarily aimed at children.

A consultation on the proposals closes in mid September and revised rules will be issued at the end of 2010 and incorporated in Ofcom’s Broadcasting Code.

The former Labour Government detailed its plans to allow product placement in February following a consultation conducted by the Department for Culture, Media and Sport.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Omnicom dispute to drive down Channel 5 prices in H2

Omnicom dispute to drive down Channel 5 prices in H2

Omnicom's trading dispute with Channel 5 is expected to drive down the broadcaster's prices by an estimated six per cent year on year, according to an internal Channel 5 document seen by Campaign.

Share
Aga targets city homes with cooker campaign

Aga targets city homes with cooker campaign

Aga, the British cooker brand indelibly linked with the upper-middle classes and their country homes, has released a campaign for its city oven.

Share
David Abraham MacTaggart lecture: full text

David Abraham MacTaggart lecture: full text

Read the full text of David Abraham's speech, called 'After The Gold Rush: Sustaining creative risk in UK television for the next generation', given at the Edinburgh International Television Festival.

Share

Get news by email