Culture secretary Ben Bradshaw has now revealed that the government will pass legislation allowing for the use of product placement within UK television, in order to bring the UK in-line with with the rest of Europe. (Except only for Denmark)
There will, however, be restrictions on what types of products are allowed to be placed in TV shows;
- alcoholic drinks;
- foods and drinks high in fat, salt or sugar;
- smoking accessories;
- over-the-counter medicines; and
- infant formula and follow-on formula.
It will be Ofcoms job to police according to these restrictions. They will also be allowed to add further restrictions in order to maintain ‘editorial integrity, including in relation to the prominence of products which have been placed in a television programme.’
And just to note, the BBC are exempt from having product placement within their programming because they’re funded via the license fee.
We’ve been hearing for a long time that companies like ITV are suffering from income problems as they are just not making the same amount of money they once we’re through mid programme advertising (Don’t get me wrong, I’m sure the make a hell of a lot when it comes to show like Xfactor)
I can see some very good points with allowing product placement within tv programmes but I can also see the bad, it’s whether the product placements are done to a degree where it doesn’t disrupt from what would be deemed acceptable within normal life. Quoting from @SeraphimPics from twitter
‘It’s safe to say that McDonald’s opening on Coronation Street would be wrong! But brewery sign outside the Rovers not so…’
http://www.culture.gov.uk/reference_library/minister_speeches/6624.aspx – Ben Bradshaw Press release