Shadow
28-02-2011, 23:17
TV programmes made for UK audiences can now contain product placement as long as they follow Ofcom rules.
Product placement in films and international programmes, including US dramas, has been allowed on UK television for many years.
Branding has already appeared on television in the form of props, but until now broadcasters could not be paid to feature products.
Product placement will be allowed in dramas and documentaries, TV series, soaps, entertainment and sports shows, under the rules.
But it will be banned in all children's television and news programmes and in UK-produced current affairs, consumer affairs and religious programmes.
Ofcom's broadcasting code bans tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk from being used in product placement.
The communications watchdog has also banned the paid-for placement of products and services that cannot be advertised on TV, such as weapons or escort agencies.
Nescafe Dolce Gusto was the first product placement on TV following the rule change.
The coffee maker appeared in the background during a cookery feature on ITV's This Morning.
Geraldine Coyle, managing director of the product placement agency Scenario, said the new code would raise the profile of the product placement industry in general.
"The Nescafe machine was the perfect product for This Morning," she said. "It is exactly the right target market."
Source: Channel4
Product placement in films and international programmes, including US dramas, has been allowed on UK television for many years.
Branding has already appeared on television in the form of props, but until now broadcasters could not be paid to feature products.
Product placement will be allowed in dramas and documentaries, TV series, soaps, entertainment and sports shows, under the rules.
But it will be banned in all children's television and news programmes and in UK-produced current affairs, consumer affairs and religious programmes.
Ofcom's broadcasting code bans tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk from being used in product placement.
The communications watchdog has also banned the paid-for placement of products and services that cannot be advertised on TV, such as weapons or escort agencies.
Nescafe Dolce Gusto was the first product placement on TV following the rule change.
The coffee maker appeared in the background during a cookery feature on ITV's This Morning.
Geraldine Coyle, managing director of the product placement agency Scenario, said the new code would raise the profile of the product placement industry in general.
"The Nescafe machine was the perfect product for This Morning," she said. "It is exactly the right target market."
Source: Channel4