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Action on product placement
Jonathan Hardy CPBF national secretary
DATELINE: 17/12/09
Product placement (PP) is an advertising technique whereby marketers pay to have their products included in television programmes. Editorial staff, scriptwriters and producers amend scripts and plots to feature and promote brands. Currently UK rules allow only unpaid 'prop' supply, while commercial references are subject to rules against 'undue prominence'. Should product placement be permitted in UK television programmes? 'No' concluded Culture Secretary Andy Burnham nine months ago, but his call to 'preserve editorial integrity as technology advances' has not lasted long. Ben Bradshaw announced in September that he was reviewing the decision his predecessor had set until 2011. We now have a hastily reassembled consultation on product placement, which the government is 'minded' to permit.
Why the change? Well, most EU member states, except Denmark, are expected to allow PP in commercial television following the permissive line taken in the Audiovisual Media Services Directive, although Germany and France are still debating exclusions for public service media. But the argument that, without PP, British TV will be less competitive in international markets is no more persuasive now than before. There is an economic case for PP, but it can only triumph in a culture that permits a very deep discounting of the cultural and social values that justify setting limits on when, and how, marketers can pay to communicate.
The DCMS consultation, which ends on 8 January 2010, asks whether PP should be permitted and if so what safeguards should be included. These range from ensuring proper identification of PP, maintaining editorial independence, to ensuring that the rules on junk food, alcohol and other advertising are not entirely undermined if marketers can bypass them by paying for presence in programmes instead. The consultation's long list of concerns hardly corroborates the Bradshaw's glib claim in September that allowing PP amounted to removing 'regulation for regulation's sake'. Yet, the powerful commercial media and advertising interests who failed to convince Burnham have been invited to rearm and triumph following a cynically foreshortened consultation over Christmas. While the tone is conciliatory towards opposing arguments, the crucial point remains that safeguards are all erodible once marketers are allowed to pay for presence within TV programmes.
A majority of the public opposes intrusive advertising, but their voices will not be heard anywhere near as loudly as those lobbying for PP. The CPBF will be making a submission and we urge all our supporters to tell the DCMS: 'no to product placement'.
Details of the DCMS consultation go to: www.culture.gov.uk/reference_library/consultations/6421.aspx
or by post to: Stewart Gandy, Product Placement Consultation, 5th Floor, Department for Culture, Media and Sport, 2-4 Cockspur Street, London, SW1Y 5DH.Last modified: Thursday, December 17, 2009
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Previous stories
Government Policy
Scottish parliament inquiry into local newspaper decline
Straw to look at libel law reform
Response to Digital Britain
Simon will look at safeguards on product placement
Campaign opposes U-turn on product placement
Government to reverse policy on TV product placement
Damian McBride and the reality behind Labour smears
Little comfort for journalists in Digital Britain
"I will abide by civil service neutrality" says Downing Street's new spin supremo.
Speaker's call for an end to ministerial leaks: Downing Street's new media chief could play a role
Photographers snap into action over new law
Audiovisual Media Services Directive in the UK
Televised briefings are the way forward
Media gagged in the case of Daniel James
Does convergence matter?
Civil servant faces official secrets trial
New Threat to Media Freedom
Blair's farewell: No politician can live by spin alone
Government response to Public Voice Petition on Digital Dividend
New Media services should not be regulated like TV, says Lords Committee
IFJ Alarmed by Western Attacks on Whistleblowers and Investigative Journalism
Current Affairs and Ofcom
From The Files
Minister backs BBC Arabic TV
Terror Bill 'a threat to press freedom' says CPBF
Inquiry into new media and the creative industries
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Important Campaign pamphlets available...
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