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TV PRODUCT PLACEMENT BAN LIFTED

ABOVE: TV product placement ban to be lifted

9th February 2010

Product placement will be allowed on British TV programmes under new legislation announced by the Government.

It said that continuing to ban product placement would damage the finances of the British TV industry.

Alcohol, tobacco, and food and drinks which are high in fat, salt or sugar are among the products that will not be allowed to be featured.

Product placement will also be banned from TV news, current affairs, consumer and religious programming.

In a written statement, Culture, Media and Sport Secretary Ben Bradshaw said: "We have... decided to legislate to allow UK television companies to include product placement in programmes which they make or commission to appear in their schedules.

"Adherence to our current position in which UK TV programme-making cannot benefit at all from the income potentially to be generated by product placement would lead to continuing damage to its finances at a time when this crucial part of our creative industries needs all the support we can give it.

"It has become the more important to make this move now that every other EU member state, with the sole current exception of Denmark, has either allowed television product placement already or has expressed a firm intention to do so.

"Not to do so would jeopardise the competitiveness of UK programme-makers as against the rest of the EU, and this is something which we cannot afford to do."

Other products which programme-makers will not be able to feature are prescription medicines, gambling, smoking accessories, over-the-counter medicines and infant and follow-on formula.