Ofcom Unveils Product Placement Proposals

LONDON: British media regulator Ofcom has released a set of proposed rules to govern product placement on TV, which it expects will be introduced by year-end.

In February, Ben Bradshaw, the U.K.’s Secretary of State for Culture, Media & Sport, announced that restrictions on product placement would be lifted, subject to some restrictions. According to Ofcom’s proposed rules, product placement will be allowed in films, TV series, entertainment shows and sports programs, but banned in children’s and news programs and in U.K.-produced current affairs, consumer affairs and religious programs. There are also restrictions on the types of products that can be placed—no tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk. Ofcom is also proposing to prohibit the paid-for placement of products and services that cannot be advertised on television, such as weapons. Further, product placement must not impair broadcasters’ editorial independence—for example, storylines in programs cannot be paid for.

In addition, Ofcom suggest the use of an on-air symbol that would let viewers know which programs contain product placement. The symbol would appear at the beginning and at the end of a show.

Following a consultation period, the proposals will be issued at the end of the year and incorporated into Ofcom’s Broadcasting Code.