ISBA removes support for product placement

ISBA has called for the government to rethink allowing product placement on television despite initial support for the move.

The advertising trade body now believes product placement could lead to “the double disadvantage of higher costs for advertisers and more complaints from the viewing public”.

In its submission to last month’s Department for Culture, Media and Sport consultation on the issue, ISBA described its new view as “uncharacteristic” but said advertisers have questioned the government’s plans.

Bob Wootton, media and advertising director at ISBA said: “Advertisers are concerned that the existing low-cost system of prop placement will be closed off and that broadcasters will drive them into more expensive paid-for product placement.

“Advertisers paying more to place their products might then naturally expect to see them placed more prominently and it is this increased visibility that may well increase complaints from viewers.”

ISBA argues that the current system has “evolved relatively inconspicuously over the years” and has served the industry well.

In a u-turn, the body said the deregulation of product placement, which is currently illegal on British television, is “unwelcome” and it would like to question the “wisdom of allowing paid product placement in UK-originated programmes”.

In 2006, ISBA recommended to Ofcom that product placement should be “permitted and introduced in the UK”.