News
Alcohol Excluded from Product Placement
Following opposition from the Institute of Alcohol Studies,
amongst others, the culture secretary Ben Bradshaw has excluded alcohol,
smoking accessories, junk food (foods high in fat, sugar or salt),
over-the-counter medicines, baby food and gambling from new rules
allowing product placement in UK-made TV programmes.
Until recently, European law prohibited product placement
completely, but that has now changed so that member states have the
option to permit it if they choose. Only Denmark has opted to retain a
complete prohibition on product placement. The new directive extends
regulations to cover video on demand, which was not previously mentioned
in the regulations at all.
The existing prohibition applies only to programmes made
in the UK; imported programmes are exempt provided that the UK-based
broadcaster does not benefit financially. Films are also exempt. Branded
products may currently be used in programmes, again with the provision
that there is no financial incentive to include them. This has led to
the development of a prop provision industry, whereby companies provide
products to agencies, who in turn supply these to programme makers in
need of props.
At the time the European directive was introduced, the
then culture secretary Andy Burnham ruled out product placement on the
grounds that it would "contaminate" programme-making and blur the
distinction between programmes and advertisements. Now health secretary,
Burnham has continued to oppose product placement, together with the
environment secretary Hilary Benn, the children's secretary Ed Balls and
the climate change secretary Ed Miliband.
The proposals to change the rules were put out to public
consultation and received considerable opposition, particularly
regarding the so-called "nasties," alcohol, smoking-related products and
junk food. Many of the responses made the point that children do not
just watch children's programmes, so that to protect children it is
necessary to regulate adult programmes. This was reflected in a letter
Ben Bradshaw sent to colleagues to let them know of his decision. He
said that it is important to note that much of the television that
children watch is outside the usual hours of children's programming.