Government launches product placement consultation

The government has today launched a consultation on product placement in UK television programmes.

The consultation is looking for further views on whether product placement should be allowed, as well as asking what safeguards should be in place if it is.

One of the main subjects the it is expected to address is prohibition of placement of products like alcohol and unhealthy foods or gambling.

Under the current rules, UK television broadcasters cannot include product placement in programmes which they have made or have been made for them. As part of the EU Audiovisual Media Services (AVMS) directive member states have to legally prohibit product placement but are allowed to grant exceptions for certain types of programmes.

Earlier this year, a consultation on the AVMS directive saw the government conclude that it would not lift the current ban. However, it is now reconsidering its position.

Culture secretary Ben Bradshaw said: “There is no doubt that commercial broadcasters are suffering in this challenging economic climate, with the sharp decline in advertising revenue well documented. Programme makers have argued that our current stance on product placement will put them at a competitive disadvantage against international rivals, particularly from the US.

“Most EU member states have now decided that they will allow product placement. I want to ensure that UK broadcasters do not suffer through being overly strictly regulated.

“But at the same time, there must be adequate safeguards to address concerns that relaxing the rules will threaten the trust of viewers and the integrity of programming. And in particular, we must ensure that there is no adverse impact on health and welfare. That is why this consultation is seeking views on the detail of how product placement could work.”