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Media and advertising update - Ofcom changes rules preventing product placement - February 2011
Product placement involves an advertiser paying a broadcaster to have its brand, products, services and/ or trade marks included in a programme. Broadcasters have to adhere to Ofcom's Broadcasting Code, which currently prohibits this form of advertising. However, on 28 February 2011, a new section of the Broadcasting Code will be implemented which will, for the first time, allow product placement in UK-produced programmes. Certain restrictions on product placement will remain in place so that programmes do not become distorted advertising mechanisms and there will be restrictions on different types of products and programmes to which the new
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01/02/2011 |