Product Placement in the UK - a Whole New World?
For many years, UK audiences, while watching episodes of American Idol, have been treated to images of Simon Cowell and the other judges sitting behind large red cups with pixellation over the Coca Cola logo. This is because, until now, product placement has been prohibited in UK television programming, but all that is set to change - no doubt to the relief of the technicians who had to spend their days pixellating the logos….
Under new Regulations, UK broadcasters and production companies will soon be allowed to commission and make programmes featuring paid for products. There are some restrictions, such as the fact that the advertiser cannot influence editorial control and that no placement can be given “undue prominence”. This is nonetheless a potentially revolutionary change for viewers and, perhaps, a new source of limited income for broadcasters.
Ofcom has yet to publish detailed guidance on how it will judge what is meant by “undue prominence” and how notification of product placement within the programme will be communicated to viewers. However, you can get up to date with the current changes by reading our Ad Guide.
A key development succintly summarised. Will be watching your blog with interest as to what guidance we get from Ofcom as this is potentially big change and will be of interest to our marketing teams.