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Government announcement on Television Product Placement
DATELINE: 9/2/10
On 9th February 2010 in a written statement to Parliament Ben Bradshaw, the Secretary of State for Culture, Media and Sport, announced the Government's decision regarding television product placement following the recent public consultation on this issue. Legislation will permit UK television broadcasters to reach product placement deals with advertisers. But the placement of certain types of products will be prohibited. Product placement will also be prohibited in particular types of television programme.
The Government's legislation will prohibit the product placement of alcohol, foods high in fat, salt, sugar (HFSS), gambling services, smoking accessories, infant and follow on formula and over the counter medicines. In reaching this decision the Government has had the issue of potential effects on health and wellbeing, and especially that of children, particularly in mind. As required by EU law, the placement of tobacco products and prescription medicines will be also prohibited, along with any form of product placement in children's programmes. The legislation will also prohibit product placement in current affairs, consumer and religious programmes. EU law, in the recent EU Audio-Visual Media Services Directive (AVMS), already prohibits product placement in News programmes.The legislation will also implement the Directive's rules about signalling of product placement, requiring that it should be signalled to viewers before and after the programme and after any advertising breaks. The details of how this should be done will be left to Ofcom to set out in their Broadcast Code, after consultation.
The full ministerial statement can be accessed on the DCMS website here: http://www.culture.gov.uk/reference_library/minister_speeches/6624.aspx
This decision will allow television product placement in a way which will provide meaningful commercial benefits to commercial television companies and programme makers while taking account of the legitimate concerns that have been expressed in response to the consultation.
Responses to the consultation have been published on the DCMS website and can be accessed here: http://www.culture.gov.uk/reference_library/consultations/6614.aspx
Last modified: Tuesday, February 9, 2010
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Previous stories
Government Policy
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