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Product placement ban on British TV lifted Product placement ban on British TV lifted
(40 minutes later)
A ban on product placement has been lifted, allowing advertisers to pay for their goods to be seen on British TV.A ban on product placement has been lifted, allowing advertisers to pay for their goods to be seen on British TV.
Paid-for references to products and services are now permitted for the first time in shows produced in the UK, including soaps and one-off dramas.Paid-for references to products and services are now permitted for the first time in shows produced in the UK, including soaps and one-off dramas.
The first product will be a Nescafe coffee machine on ITV1's This Morning. The first product, a Nescafe coffee machine, has appeared on This Morning.
The Church of England and doctors' leaders have opposed the move, saying it could damage trust in broadcasters and promote unhealthy lifestyles.The Church of England and doctors' leaders have opposed the move, saying it could damage trust in broadcasters and promote unhealthy lifestyles.
Under Ofcom regulations, broadcasters must inform viewers by displaying the letter 'P' for three seconds at the start and end of a programme that contains product placement.Under Ofcom regulations, broadcasters must inform viewers by displaying the letter 'P' for three seconds at the start and end of a programme that contains product placement.
The telecoms regulator has said any placement must be editorially justified and not unduly prominent.The telecoms regulator has said any placement must be editorially justified and not unduly prominent.
It will not be allowed in news, current affairs or children's programmes - or for alcoholic drinks and foods high in salt, sugar and fat.It will not be allowed in news, current affairs or children's programmes - or for alcoholic drinks and foods high in salt, sugar and fat.
And it will continue to be banned for BBC shows.And it will continue to be banned for BBC shows.
In the United States, advertisers such as Coca-Cola and Apple pay millions of dollars to place their products in films and TV programmes.In the United States, advertisers such as Coca-Cola and Apple pay millions of dollars to place their products in films and TV programmes.
When the European Union lifted its ban on such payments, there was heated debate over whether it should be allowed in productions made in the UK.When the European Union lifted its ban on such payments, there was heated debate over whether it should be allowed in productions made in the UK.
Commercial broadcasters and independent producers argued it would help pay for programmes.Commercial broadcasters and independent producers argued it would help pay for programmes.
But Church leaders were among those who said it could damage trust and promote unhealthy lifestyles.But Church leaders were among those who said it could damage trust and promote unhealthy lifestyles.
The last Labour government eventually gave the go-ahead, but only after setting out strict limitations.The last Labour government eventually gave the go-ahead, but only after setting out strict limitations.


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    • I feel the use of product placements in TV programmes is a retrograde step. Normally I use advetisement time to make a cup of tea or some other useful activity. Now I shall be forced to watch advertisement that I don't wish to watch. I shall have to decide if I want to watch the programme. No doubt we are all fed up with 24 minutes of advertising per hour and 'P' will make things worse.The move is in response to ad spending spread too thinly across too many channels. Too many channels also dilutes content spending which is why quality has fallen as channels increase.The answer is to both issues is to allow channels to fail and refocus spending on the remaining channels.
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    • @milo: read the article: 'The last Labour government eventually gave the go-ahead, but only after setting out strict limitations.' - NOT the Tories it was the LABOUR Goverment !! Dan - read the article "it will continue to be banned for BBC shows"
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    • ONLY, if it results in the break up of TV advertising monopoly which forces viewers to watch adverts at set times on the majority of tv channels without escape. We are getting more like our great friends the Americans' every day? We will have all the T,V programs and sport payed for by big business Maybe they will also pay for the big society, and all the new homeless familys they will create its .The American way of looking after its people?
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