Commercial TV channels airing UK-produced shows containing product placement – the inclusion of goods or services in return for a fee – will have to transmit a new logo around the programmes to ensure viewers are aware of of the inclusion of featured items.
Under guidelines set out by broadcasting regulator Ofcom, the logo will have to appear for three seconds at the start and end of programmes, and after any advertising breaks.
Product placement, a common feature of US shows and Hollywood movies, is being allowed in UK television programmes for the first time from the end of this month.
Broadcasters will be able to feature product placement in films, entertainment and drama series and sports coverage, however they will be banned from including it in all children’s, news, current affairs, consumer advice and religious programmes made for UK audiences.
To ensure viewers understand the meaning of the logo and use of product placement Broadcasters will have to run on-air campaigns to explain
Ofcom has defined product placement as “the paid-for placement of products, services and trade marks in TV programmes.”