RSS LinkedIn Google Plus

Call us: 0800 014 9884

Product placement rules

Product_placement_rules_6941

New rules

A new set of rules to govern product placement in TV shows has been announced by Ofcom, the independent communications regulator. The advertising method, which has long been used in the US, will become legal in Britain on 28 February 2011. As a result, channels and programme makers could be paid to feature or mention a product in a show, as long as it conforms to Ofcom’s rules.

The most noticeable rule is that product placement must be made explicit. The official ‘P’ symbol must appear for three seconds before and after a programme, as well as after any ad breaks in the programme, if it features product placement. This will appear in the corner of the screen and will be around the same size as a channel logo. In addition, Ofcom has decided that there must be ‘editorial justification’ for including the product.

The unplaceables

Of course, like all display advertising, there will be restrictions on product placement. Alcohol, cigarettes, gambling and medicines cannot be involved, while foods containing high levels of fat, salt or sugar are also banned. Programmes that cannot feature product placement include news, children’s, religious, current affairs and consumer advice. Meanwhile, restrictions on BBC advertising means it will not be featuring any product placement.

The rules governing TV product placement follows a controversy over a similar practice on Twitter. The OFT is investigating celebrities paid to tweet about products; in the US, paid tweets must feature an explicit declaration of sponsorship.

Written by rachel_hand_swapRachel Hand

Testimonials

"theEword soon became an essential extension to our internal online marketing team."

~ Screwfix Bathrooms ~

  Screwfix Bathrooms

"We are extremely happy with the online visibility achieved through SEO and PPC."

~ Pure Student Living ~

  Pure Student Living

"theEword has consistently produced great results; very happy with the service."

~ Parasol ~

  Parasol

"theEword team has excelled itself in terms of client service, campaign measurement and responsiveness."

~ Linder Myers ~

  Linder Myers

View more of our testimonials »

james_riches_swap

Yahoo acquires BrightRoll for $640 million Wednesday 12th of November, 2014by James Riches Yahoo CEO Marissa Mayer has announced that the company has purchased video advertising platform BrightRoll for $640 million, its biggest deal since the acquisition of Tumblr in 2013.

More on this story »

Spotify and Uber join forces Tuesday 18th of November, 2014by Andy Williams Spotify and Uber have announced a collaboration which will let Uber users ‘become the DJ’ when making a journey by using the music streaming service.

More on this story »

Google to start labelling mobile-friendly sites Wednesday 19th of November, 2014by Dan Moores Google has announced that it will add the label 'mobile-friendly' to sites that are easily navigable on smartphones, in an effort to further improve the search experience for mobile users.

More on this story »
theEword - 2 days ago

Thanks again to everyone who came to #LightAFire14 this week. Read all about the event in this blog post: http://t.co/ka7Nnu4rsx

Reply Retweet Favourite
theEword - 4 days ago

Nothing like a nice cosy fire and a hot chocolate to warm up your Wednesday #LightAFire14

Reply Retweet Favourite

theEweekly Wrap: 14 Nov Thursday 13th of November, 2014by Dan Moores This week: Instagram introduces typeahead search, Spotify says it does fight piracy, and Sainsbury's Xmas ad is a YouTube hit.

More on this story »

theEweekly Wrap: 21 Nov Friday 21st of November, 2014by Martin Lindley This week: Google uses giant billboard, Facebook launches groups app, and Couple get TripAdvisor fine.

More on this story »

The final Light a Fire of 2014 Friday 21st of November, 2014by Dan Moores For the fifth and final Light a Fire of 2014, Liane Grimshaw joined Dan Nolan in the cosy Library room at the Great John Street Hotel, sharing career anecdotes and wise advice.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword