Product Placement to Be Allowed in UK TV Programs

Product placement will be allowed in UK television programs for the first time from February, communications regulator Ofcom said, which will allow commercial broadcasters such as ITV PLC new sources of revenue.

Paid-for references for products and services will be permitted in TV programs from Feb. 28, according to Ofcom, which has also liberalized the rules on paid-for references to brands and products in radio programs. The TV rules reflect new UK legislation after the government's decision earlier this year to allow product placement in UK TV programs as a result of changes to European broadcasting legislation. Product placement will be allowed in films, TV series, entertainment shows and sports programs. But it will be prohibited in all children's and news programs and in UK-produced current affairs, consumer affairs and religious programs. The product placement of tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk is banned by UK legislation. Ofcom has also prohibited the paid-for placement of products and services that can't be advertised on TV such as weapons or escort agencies. The rules state that product placement must not impair broadcasters' editorial independence and must always be editorially justified. This means that programs can't be created or distorted so that they become vehicles for the purposes of featuring product placement.