The Stage

Fresh consultation on product placement launched

Published Tuesday 10 November 2009 at 11:10 by Matthew Hemley

The government has launched a second consultation on whether product placement should be allowed in UK programming.

Current legislation means UK television broadcasters are not able to include product placement in programmes which they have made or have been made for them.

Under the EU Audiovisual Media Services Directive, however, member states are allowed to permit placement in certain genres, but are also able to continue a ban if they wish.

Following an initial consultation last year, the government concluded that the balance of argument was against lifting the ban.

However, it is now reconsidering its position and has launched a new consultation on the AVMS Directive, which follows claims from commercial broadcaster ITV that product placement will generate revenues as it struggles with a weak advertising market.

It has been estimated that placement could be worth between £25 million and £140 million a year.

Culture secretary Ben Bradshaw said: “There is no doubt that commercial broadcasters are suffering in this challenging economic climate, with the sharp decline in advertising revenue well documented. I want to ensure that UK broadcasters do not suffer through being overly regulated.”

The AVMS Directive allows member stages to decide whether to permit placement in cinematographic works, films and series made for audiovisual media services, sports programmes and light entertainment programmes.

As part of the consultation, respondents will be asked how the categories of films and series and light entertainment should be defined.

Other areas the consultation seeks to address include whether product placement should be restricted in programmes with a disproportionately high child audience.

The consultation document also asks for views on whether additional safeguards, over and above those in the AVMS Directive, should be put in place to protect viewers.

These could include prohibiting placement of certain products such as alcohol, unhealthy foods or gambling.

The consultation runs until January 8, 2010.