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Coming soon to a television near you

22 December 2010

Ofcom has confirmed that from 28 February 2011, paid for references for products and services will be permitted in UK TV programmes.

The new rules can be found in a revised section nine to the broadcast code and includes restrictions on the types of product that can be placed, the types of programmes in which products can be placed, and limits on the way in which products can be seen and referred to in programmes.

The industry is suggesting that real changes are unlikely to be seen on TV until 2012, but viewers should see an audience awareness campaign on channels intending to use product placement early in the new year.

Now that television receivers that allow users to record, pause and rewind our favourite programs are common place, expect to see our favourite programs infiltrated by our favourite brands. Time will tell whether this will be a ‘product invasion’ or whether advertisers manage to strike the right balance and ensure that the placement matches the content of where it is placed.

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