February Launch Date for U.K. TV Product Placement

LONDON: British media regulator Ofcom has said that effective February 28, 2011, product placement will be allowed in British television shows, subject to some conditions.

The authority published rules for the practice today, including restrictions on the types of products as well as on the content product placement will be allowed in. This follows the Government’s announcement earlier this year to lift the ban on product placement, in line with the liberalization of ad-placement rules in the European Union.

According to Ofcom, beginning at the end of February, product placement will be allowed in drama and doc films, TV series, entertainment shows and sports programs. It will not be allowed in children’s fare, news shows and U.K.-produced current affairs, consumer affairs and religious programs. Tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk are banned under the product-placement rules. Ofcom has also prohibited the paid-for placement of products and services that cannot be advertised on television, such as weapons or escort agencies. w rules.

Moreover, Ofcom says, "product placement must not impair broadcasters’ editorial independence and must always be editorially justified. This means that programs cannot be created or distorted so that they become vehicles for the purposes of featuring product placement."

In addition, placed products and services "cannot be promoted or endorsed, or be featured in an unduly prominent way within programs." Plus, the program must feature a logo, at the beginning and end, so that viewers know it contains product placement.