The U.K. Government is seeking further views on whether to allow product placement in programs made for British television. A consultation, also asking what safeguards should be in place should the product placement rules be revised, is published today by Culture Secretary Ben Bradshaw.

Current rules mean UK television broadcasters cannot include product placement in programs which either they have made or have been made for them. As part of the EU Audiovisual Media Services (AVMS) Directive member states have to legally prohibit product placement but are allowed to grant exceptions for certain types of programs.

A consultation in 2008 on the AVMS Directive produced finely balanced views both for and against allowing product placement. The Government concluded then that the balance of argument was against lifting the current ban. However the Government is now reconsidering this position, and subject to safeguards particularly around potential health concerns, is considering permitting product placement on UK television.

Secretary of State for Culture, Media and Sport 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. Program makers have argued that our current stance on product placement will put them at a competitive disadvantage against international rivals, particularly from the US.

“Most EU member states have now decided that they will allow product placement. I want to ensure that UK broadcasters do not suffer through being overly strictly regulated.

“But at the same time, there must be adequate safeguards to address concerns that relaxing the rules will threaten the trust of viewers and the integrity of programming. And in particular, we must ensure that there is no adverse impact on health and welfare. That is why this consultation is seeking views on the detail of how product placement could work.”

The consultation document asks for views on whether additional safeguards, over and above those in the AVMS Directive, should be put in place to protect viewers.  These might include prohibiting placement of certain products like alcohol, unhealthy foods or gambling, or prohibiting placement in certain types of programs such as consumer affairs or religious programs.

The consultation will run for 8 weeks and closes on 8 January 2010.

Source: Department for Culture, Media And Sport

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