U.K. Government to Allow TV Product Placement

LONDON: Ben Bradshaw, the U.K.’s Secretary of State for Culture, Media & Sport, has announced that restrictions on product placement will be lifted, following a public consultation that concluded in January.

Bradshaw said that television product placement will be allowed "in a way which will provide meaningful commercial benefits to commercial television companies and program makers while taking account of the legitimate concerns that have been expressed." He noted that keeping the ban in place would lead to continuing damage" to the financial health of the television sector "when this crucial part of our creative industries needs all the support we can give it." 

He also cited regulatory changes across Europe, with every other EU member state, excluding Denmark, either allowing TV product placement or expressing an intention to do so. "Not to do so would jeopardize the competitiveness of U.K. program makers as against the rest of the EU, and this is something which we cannot afford to do," Bradshaw said.

There will some restrictions, Bradshaw continued, including the prohibition of the placement of alcohol and foods and drinks high in fat, salt or sugar. In addition, product placement will only be allowed in "cinematographic works, films and series made for television or on-demand services, sports programs, and light entertainment programs." Exemptions include news programs and bulletins and kids’ programs. In addition, the legislation will not permit product placement in the BBC’s licence-fee funded services.  

British producers can expect to begin utilizing product placement later this year.