The UK government has officially launched its product placement consultation, which will reconcile the advantages and disadvantages of allowing product placement on UK television.
Culture secretary Ben Bradshaw says that the move will try to help a beleaguered broadcast industry.
Ofcom estimates that within five years of launching, product placement could reel in as much as 25m to £35m for broadcasters as a whole.
The consultation period is calling for responses on the issue—whether or not to allow product placement in UK television. However, the government says that it will be strict regarding product placements that promote alcohol, gambling, as well as unhealthy diet.
Plus, the government will also regulate product placement in religious programmes, current affairs, and consumer shows.
The European Audiovisual Media Services directive has already prohibited product placement in children’s shows. The UK government is currently reviewing whether or not to extend the ban to programs that have a high proportion of young viewers.
“There is no doubt that commercial broadcasters are suffering in this challenging economic climate,” explained Bradshaw. “Programme-makers have argued that our current stance on product placement will put them at a competitive disadvantage against international rivals, particularly from the US.”
Bradshaw says that product placement will be allowed given certain safeguards that will protect content integrity and solidify viewer trust.
Source: The Guardian