The UK regulator Ofcom, has published proposals to allow product placement on TV and radio, which has never been allowed before. The moves are designed to give new revenue streams to commercial broadcasters but at the same time protect audiences.
There are restrictions on which type of products can be placed with tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk being banned. Ofcom will make TV channels carry a special logo to tell them that some product placement is being used, which must be shown at the start and end of the program.
Another rule means that a sponsor cannot pay for a change in story line, perhaps one dependent upon its product, and that Editorial independence must be maintained. Existing European legislation requires that any product placement cannot promote or endorse the featured products in an unduly prominent way, as it was in the famous film The Truman Show.
All of these changes have already been reflected in new UK legislation made earlier this year and come from an earlier change to EU legislation.
On the radio front Ofcom is putting out its own proposed regulations for consultation and the moves include allowing paid-for references to products and services in programs. Once again it must be made clear that these mentions are commercial arrangements.
Once this consultation is complete firm new UK rules will be put through by the end of 2010