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14 February 2011

Just before Christmas 2010 Ofcom confirmed that as of 28 February 2011, product placement will be permitted in UK TV programmes. Unlike our more relaxed US cousins, as part of the new rules a logo must appear for 3 seconds at the start, the end, and after any advertising breaks within programmes containing product placement.

Ofcom today revealed what that logo will look like. The monochrome double P will be used to signal to viewers that the programme they are about to see contains product placement.

The use of the logo is intended to combat “surreptitious” advertising. In practice this cautious approach may be an added bonus for advertisers who will get two bites at the cherry. As well as being able to place products within programmes, advertisers have the added benefit that broadcasters must tell the viewer that their product is there, drawing the viewer’s attention to what they may otherwise not have noticed at all.

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