From 16 April 2010, broadcasters and programme-makers will be able to include product placement in films, series, sports programmes and light entertainment programmes made for UK television.  However, programmes containing product placement cannot be broadcast on UK television services until OFCOM publishes its revised broadcasting code – expected in autumn 2010.

Apparently the UK and Denmark are the last two European Union member states to allow television product placement.  In a recent statement Culture Secretary Brad Bradshaw said the new regime would “provide meaningful commercial benefits to commercial television companies and programme-makers while taking account of the legitimate concerns that have been expressed”.  According to the new rules, product placement however must not:

- Affect the editorial independence of the provider of the television programme service in which the programme is included

-  Directly encourage the purchase or rental of goods or services

-  Give undue prominence to the products, services or trade marks concerned

-  Use subliminal or surreptitious methods of messaging

All product placements must be announced at the beginning and end of the programme and after any advertising breaks in the programme.

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