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29/06/2010
Ofcom Publishes Product Placement Plans
The broadcast regulator has published proposed new rules to allow product placement on TV.
Ofcom also proposing to liberalise the rules on paid-for references to brands and products in radio programmes.
These 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.
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, the details of the types of programmes in which products can be placed and the way in which products can be included in programmes.
The proposals for TV 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.
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.
Product placement on TV
In accordance with the legislation, product placement will be allowed in films, TV series, entertainment shows and sports programmes.
But under the law it is banned in all children's and news programmes and in UK-produced current affairs, consumer affairs and religious programmes.
Product placement of tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk is also banned.
Separately, Ofcom is proposing to prohibit the paid-for placement of products and services that cannot be advertised on television, such as weapons. The proposed rules also clarify that product placement must not impair broadcasters' editorial independence – e.g. storylines in programmes cannot be paid for.
A broadcaster could not, for instance, accept payment from an insurance company to feature a storyline about a house burning down and the homeowner not being insured.
European legislation also requires that placed products and services cannot be promoted or endorsed, or be featured in an unduly prominent way within programmes.
Ofcom is also proposing to liberalise some of the rules relating to TV sponsorship.
Separate proposals explore possible changes in the regulation of paid-for references to brands and products in radio programmes. The only commercial references currently allowed are sponsorship credits (broadcast around and during sponsored programming) and spot advertisements (broadcast in commercial breaks).
Among the options being consulted on are proposals to allow radio stations more opportunities to include paid-for commercial references in programming.
These would allow, for example, presenters to promote commercial products in their programmes, as long as it is clear to listeners that these promotions have been paid for.
Ofcom is proposing to prohibit paid-for references to brands and products within news programmes and programmes primarily aimed at children.
(BMcC/GK)
Ofcom also proposing to liberalise the rules on paid-for references to brands and products in radio programmes.
These 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.
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, the details of the types of programmes in which products can be placed and the way in which products can be included in programmes.
The proposals for TV 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.
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.
Product placement on TV
In accordance with the legislation, product placement will be allowed in films, TV series, entertainment shows and sports programmes.
But under the law it is banned in all children's and news programmes and in UK-produced current affairs, consumer affairs and religious programmes.
Product placement of tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk is also banned.
Separately, Ofcom is proposing to prohibit the paid-for placement of products and services that cannot be advertised on television, such as weapons. The proposed rules also clarify that product placement must not impair broadcasters' editorial independence – e.g. storylines in programmes cannot be paid for.
A broadcaster could not, for instance, accept payment from an insurance company to feature a storyline about a house burning down and the homeowner not being insured.
European legislation also requires that placed products and services cannot be promoted or endorsed, or be featured in an unduly prominent way within programmes.
Ofcom is also proposing to liberalise some of the rules relating to TV sponsorship.
Separate proposals explore possible changes in the regulation of paid-for references to brands and products in radio programmes. The only commercial references currently allowed are sponsorship credits (broadcast around and during sponsored programming) and spot advertisements (broadcast in commercial breaks).
Among the options being consulted on are proposals to allow radio stations more opportunities to include paid-for commercial references in programming.
These would allow, for example, presenters to promote commercial products in their programmes, as long as it is clear to listeners that these promotions have been paid for.
Ofcom is proposing to prohibit paid-for references to brands and products within news programmes and programmes primarily aimed at children.
(BMcC/GK)
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17 February 2011
Product Placement Gets Own Logo
The broadcast regulator, Ofcom has this week launched the logo that TV channels must use to signal to viewers when a UK-produced programme contains product placement. They said that the logo - a simple large 'P' - must appear for three seconds at the start and end of programmes, and after any advertising breaks.
Product Placement Gets Own Logo
The broadcast regulator, Ofcom has this week launched the logo that TV channels must use to signal to viewers when a UK-produced programme contains product placement. They said that the logo - a simple large 'P' - must appear for three seconds at the start and end of programmes, and after any advertising breaks.
21 December 2010
TV Product Placement Rules Published
Product placement will be allowed on UK TV programmes for the first time, the broadcast regulator Ofcom has confirmed. From 28 February 2011, paid-for references for products and services will be permitted and to allow this, Ofcom has published the rules governing product placement, including what can and can't be shown.
TV Product Placement Rules Published
Product placement will be allowed on UK TV programmes for the first time, the broadcast regulator Ofcom has confirmed. From 28 February 2011, paid-for references for products and services will be permitted and to allow this, Ofcom has published the rules governing product placement, including what can and can't be shown.
01 March 2011
Product Placement Premières
A popular morning time TV show has become the first to feature product placement under new advertising guidelines, This Morning promoted the Nescafe coffee machine after the company paid a cool £100,000 fee.
Product Placement Premières
A popular morning time TV show has become the first to feature product placement under new advertising guidelines, This Morning promoted the Nescafe coffee machine after the company paid a cool £100,000 fee.
10 February 2010
UK TV Allowed Product Placements
There were conflicting views this month over the contentious issue of paid product placement on UK TV. The Department for Culture Media and Sport (DCMS) decision to allow the practice has been supported by the trade body, Pact.
UK TV Allowed Product Placements
There were conflicting views this month over the contentious issue of paid product placement on UK TV. The Department for Culture Media and Sport (DCMS) decision to allow the practice has been supported by the trade body, Pact.
08 May 2013
£21m For Low-Carbon Product Development
The UK government has awarded £21m to entrepreneurs to help develop new low-carbon products. £16m has been awarded under the Energy Entrepreneurs Fund, £2m under the first phase of Energy Storage competitions and £3m for Advanced Heat Storage. All three schemes are designed to encourage innovation in the low carbon sector.
£21m For Low-Carbon Product Development
The UK government has awarded £21m to entrepreneurs to help develop new low-carbon products. £16m has been awarded under the Energy Entrepreneurs Fund, £2m under the first phase of Energy Storage competitions and £3m for Advanced Heat Storage. All three schemes are designed to encourage innovation in the low carbon sector.
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