Soccer AM Has Wrist Slapped After Product Placement

Sky Sports’ Soccer AM has been rapped by Ofcom over the use of product placements, after giving a brand of basketball boots editorial airtime and endorsements

Ofcom took exception to a presenter on the morning sports show describing the boots as being worn by a quarter of NBA players, and making reference to the boots’ manufacturer.

Sky defended the programme, which also made specific reference to footwear’s price and availability, describing the coverage as a “light-hearted” look at sports equipment in an “irreverent fashion.”

The broadcaster also justified the placement, as the shoes’ association with top basketball players meant they would become highly fashionable.

However, the media regulator voiced concern that too much detailed information on the product was given, although it did not find any evidence of actual product placement. Sky was asked to avoid further references to detailed products.

Ofcom recently published its new Broadcasting Code for television and radio, covering standards in programmes, sponsorship, fairness and privacy. The regulator maintains that a ban on product placement is necessary, although the pressure on traditional broadcast advertising as a key source of funding has led to Ofcom planning a consultation and re-think of product placement regulations later in the year (see Ofcom Unveils New Broadcasting Code To Protect Minors).

BskyB: 0207 705 3000 www.sky.com Ofcom: 020 7981 3040 www.ofcom.org.uk