Home > Media and Analysts > News Release Archive > 2006 > Oct > 18|10|06

18|10|06

Ofcom publishes summary of responses following its consultation on product placement

In December 2005 Ofcom consulted on the possible impact of a limited and controlled introduction of product placement in the UK. Ofcom has today published a summary of the key points made by stakeholders in response.

Product placement is the inclusion of, or reference to, a product or service within a programme in return for payment. It is currently prohibited under the European Commission’s Television Without Frontiers Directive which governs audio-visual content regulation in Europe.

In its draft revision to the Directive, the Commission has proposed to relax rules governing television advertising and the European Parliament and Council will soon vote on whether the ban on product placement should be lifted. If it is, it would then be for the UK Government to decide whether to allow product placement in the UK.

Ofcom has therefore made today’s document available to help inform discussions in Europe and to ensure that the views of both UK audiences and industry are represented effectively. The responses may also contribute to the development of UK policy following the review of the Directive.

Key findings

In general, broadcasters favour a controlled introduction of product placement, while several consumer and viewer organisations opposed it. In the event that product placement were to be allowed, respondents made the following points:

• Viewers should be made aware of products placed in a programme, with a variety of mechanisms suggested to ensure transparency;
• product placement should be excluded from news and current affairs programmes;
• there were varying views on whether it would be allowed in documentaries, drama, soaps, sitcoms and children’s programmes;
• any products prohibited from advertising on television – for example, tobacco – should not be allowed to be placed. However, opinions differed in relation to the possibility of placing products such as alcohol which are subject to advertising scheduling controls; and
• there would be a need to provide clear guidance to artists and writers on their right to refuse to endorse certain products.

The document can be found under related items.

Ends.

Back to top