UK TV Allowed Product Placements

There were conflicting views this month over the contentious issue of paid product placement on UK TV.

The Department for Culture Media and Sport (DCMS) decision to allow the practice has been supported by the trade body, Pact.

Chief Executive, John McVay said the decision "provides a significant opportunity to raise new sources of revenue to be put into UK programming".

On behalf of the Pact - which represents the commercial interests of independent feature film, television, children's, animation and interactive media companies - he continued: "Allowing product placement will put British producers on a more level playing field with their counterparts in the US, Europe and the Internet, and help to plug the funding gap that UK original programming is facing.

"We can finally move forward with product placement and look forward to working with Ofcom, to ensure appropriate guidelines and regulations are put in place as quickly as possible."

In contrast, the Minister for Heritage in Wales, Alun Ffred Jones, had told a consultation that the Welsh Assembly Government believes in maintaining the current rules.

"A relaxation of existing rules on product placement could have a negative impact on public health policies.

"Our response focused in particular on the damaging impacts that would be associated with greater prominence for alcohol, tobacco and certain food and drink products," he said.

Doctors had also called for a complete ban on the advertising and marketing of unhealthy foodstuffs.

The British Medical Association (BMA) said it should exclude the placement of such products: "By its nature product placement allows marketing to be integrated into programmes, blurring the distinction between advertising and editorial, and is not always recognisable," the BMA said in its response to the initial consultation on product placement.

But, in the event, the statement said that alcohol, tobacco, and food and drinks, which are high in fat, salt or sugar are among the products that will not be allowed.

Culture, Media and Sport Secretary Ben Bradshaw said: ''We have decided to legislate to allow UK television companies to include product placement in programmes which they make or commission to appear in their schedules.

''Adherence to our current position in which UK TV programme-making cannot benefit at all from the income potentially to be generated by product placement would lead to continuing damage to its finances.

''Not to do so would jeopardise the competitiveness of UK programme-makers….which we cannot afford to do.''

Other products which will not feature are prescription medicines, gambling, smoking accessories, over-the-counter medicines and infant and follow-on formula.

The statement also said that product placement will also be banned from TV news, current affairs, consumer and religious programming.

(BMcC/GK)