Ofcom has published proposed new rules to allow product placement on TV. It is also proposing to liberalise the rules on paid-for references to brands and products in radio programmes.
Both sets of proposals are designed to enable commercial broadcasters to access new revenue streams where possible, whilst protecting audiences.
The proposals include:
- restrictions on the types of products that can be placed
- details of the types of programmes in which products can be placed
- the way in which products can be included in programmes
On television, the proposals also include a requirement for broadcasters to let viewers know which UK-produced programmes contain product placement through the use of an on-air symbol at the start and end of programmes.
The above proposals reflect new UK legislation. This followed the Government's decision earlier this year to allow product placement on TV in the UK, as a result of changes to EU legislation.
In its radio proposals, Ofcom is consulting on options that include loosening the regulations on paid-for references to products and services in programmes. The proposals set out to protect listeners by making sure that these commercial arrangements are clear and transparent.
Following consultation, revised rules for TV and radio will be issued at the end of 2010 and incorporated in Ofcom's Broadcasting Code, the rulebook for the broadcasting industry.
Read more at Ofcom
