Ofcom outlines product placement rules
Ofcom has today outlined new rules for product placement on TV that could come into force by the end of the year.
The regulator has also proposed new rules for paid-for references to brands on radio programmes.
They 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 Government decided earlier this year to allow product placement on TV in the UK, following changes to EU legislation.
Under the new rules, product placement will be allowed in films, TV series, entertainment shows and sports programmes, but 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, while advertisers will not be allowed to pay for storylines in programmes.
A consultation on the proposed rules closes on 17 September, with a final document published at the end of 2010.