BBC Has Room For Improvement After Product Placement Claims

The BBC has concluded an investigation into an alleged use of product placements, finding that while the incident in question was not in breach of guidelines, certain other practices at the Corporation require closer scrutiny.

The review was sparked by allegations in the Sunday Times that free or reduced-cost goods could secure product placement and product prominence if offered to independent production companies.

However, the review, conducted by Claire Powell, chief adviser of editorial policy at the request of BBC director of television, Jana Bennett, found that “in every case [the] offer was refused.”

Furthermore, Powell’s findings show that, in none of the programmes investigated did anyone “give guarantees” of product placement, even if they were supplied for free or at reduced cost.

The Sunday Times report had alleged that products featured in programmes had been supplied for free by companies. However, the investigation found that these had either been paid for by the programme, or in one particular case had been lent to the programme by a member of the production team.

The investigation found that in every case where products had been sourced for free, this was done in accordance with the BBC’s guidelines.

However, the inquiry did unearth some undesirable practices in BBC programmes, with some programmes demonstrating “instances of product prominence which were not fully editorially justified.”

According to the report, while inclusion of several products was justified, their screen time exceeded minimum visibility recommendations in the BBC’s guidelines.

The BBC will now issue more in depth guidance to programme makers on product placement and prominence, seeking to heighten the awareness of programme makers. The Corporation has also pledged to work with the prop supply industry to review its guidance on full transparency and accountability.

BBC: 020 8743 8000 www.bbc.co.uk