Lobbyists slam product placement consultation


LONDON - The government has been accused by health and education groups of 'rushing through' its consultation on the introduction of product placement to UK television programming.

The consultation period will last just eight weeks, which has angered campaigners, including the National Union of Teachers, the National Heart Forum, the Association of Teachers and Lecturers and the Children's Food Campaign. They claim it should be extended to three months, as it will run over the Christmas period, and argue that such a brief consultation is in breach of the government's own guidelines.

A spokeswoman for the Department for Culture, Media and Sport defended the government's position, saying it had already carried out a 12-week consultation last year.

'We are satisfied that two months is sufficient to allow interested parties to respond fully,' she added. 

However, Children's Food Campaign co-ordinator Jackie Schneider insisted that the plans were being rushed through. 'I'm not reassured by any protection proposals for children,' she added. 'Even though children's programmes will be exempt, 70% of TV watched by children is outside of this.'

The government has said it will restrict the promotion of unhealthy food, gambling and alcohol in TV shows. The consultation document refers to its concern regarding 'the potential health issues associated with the promotion of particular types of goods' and says it will introduce 'safeguards'.

In the US, Coca-Cola is the biggest practitioner of product placement with nearly 3000 instances in the first six months of 2008, according to Nielsen.

Culture secretary Ben Bradshaw is leading the consultation and has said the proposal to allow product placement was intended to ensure that broadcasters do not suffer from being 'overly strictly regulated'.

The government and TV industry figures hope that allowing its use in UK programming will open up an extra revenue stream for broadcasters




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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers