CorpComms Magazine

A logo that television channels must display for three seconds at the start and end of any programme that contains product placements has been launched by media regulator Ofcom.

The logo will also appear at the end of each advertising break to signal to viewers that brands have paid to appear on a television programme. Broadcasters can slightly adapt the logo, subject to brand guidelines, to enable use on either lighter or darker backgrounds.

Product placement will be allowed from 28 February with UK television programmes, with the exception of those produced by the BBC, following changes to European broadcasting legislation.

However, UK legislation still prohibits alcohol, tobacco, gambling, foods that are high in fat, salt or sugar, medicines and baby milk being used in product placements. Ofcom has also prohibited the paid for placement of products or services, such as escort agencies and weapons.

There are also restrictions on the types of programmes that are allowed to carry paid-for product placements. For example, while permitted in films, including dramas and documentaries, current affairs and news programmes are restricted from carrying paid-for products, along with consumer advice, children's and religious programmes made for UK audiences.

share me: del.icio.us | digg | reddit | Tweet