UK gov’t consults on TV product placement

chris

You can hardly blame the British advertising community for not quite knowing where they are as regards TV product placement. Having denied advertisers any product placement, the government seemingly reversed its decision in September. Now it will “consult” on the matter, for eight weeks.

The UK’s media & culture secretary of state, new boy (and former BBC news staffer) Ben Bradshaw said Nov 9 that commercial television broadcasters should not suffer through being overly regulated. The regulator thinks that freeing up some product placement opportunities could earn £25m-£35m a year.

European rules and regs already prohibit such product placement in children’s TV, and Bradshaw specifically wants input on whether alcohol or gambling should be prohibited, or whether any ban should extend to high-fat foodstuffs, or goods said to be high in salt or sugar.

There is no doubt that commercial broadcasters are suffering in this challenging economic climate," said Bradshaw. "Programme-makers have argued that our current stance on product placement will put them at a competitive disadvantage against international rivals, particularly from the US".

The consultation period closes on Jan 8.


Source:RapidTVNews