Media: ITV puts forward placement code

ITV has intensified its push for a relaxation of rules on product placement in TV programmes by teaming up with independent producers' body PACT to create a joint code of practice.

The government is currently deciding whether to allow product placement in drama and entertainment shows.

Culture secretary Andy Burnham, who has argued that British viewers did 'not want 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 would be very high.'

In recent months, ITV has claimed product placement is a 'legitimate new stream' as ad revenues plummet, but insists placement would be 'creatively rather than commercially led'.

The code suggests that placement should be highlighted by a visual indicator, such as a logo. There would be 'no undue prominence' of brands, which would be brought in only after the script is finalised.

ITV is planning to celebrate the 50th anniversary of Coronation Street next year by allowing brands to use the soap's stars, logos and incentives to promote their products.

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