ITV lobbies for relaxation to product placement rules

LONDON - ITV is continuing to push for a relaxation of rules on product placement in TV programmes, teaming up with independent producers' body PACT to create a joint code of practice.

The government is currently consulting on whether to allow the introduction of product placement in drama and entertainment programming. In advance of its findings, PACT and ITV are battling to keep the option of product placement on the table.

Culture secretary Andy Burnham, who has argued that British viewers did 'not want to see the blurring of content and advertising', said at last week's IAB Engage conference: 'I don't have a closed mind on it, but the price that would be paid would be very high in my view.'

ITV has mounted a high-profile publicity campaign in recent months claiming that product placement is a 'legitimate new revenue stream' as TV ad revenues plummet. However, the broadcaster now insists that placement would be 'creatively rather than commercially led'.

The new code suggests that product placement should be highlighted in programmes by a visual indicator, such as an industry-wide logo. There would also be 'no undue prominence' of brands, which would be brought into a programme only after the script has been finalised.

ITV is already working more closely with advertisers to generate new ad streams, and plans to celebrate the 50th anniversary of Coronation Street next year with brands using stars of the soap, logos and incentives to promote their products.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign